Garter-2019-2020年首席营销官CMO支出年度报告（英文）-2019.12.pdf

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1、GartnerforMarketersTheAnnualCMOSpendSurvey2019–2020CMOsDouble-DownonDigitalChannelsandAnalytics,ButFailtoPlanforToughTimesAheadBy:EwanMcIntyre,VPAnalystAnnaMariaVirzi,PrincipalAnalyst©2019Gartner,Inc.and/oritsaffiliates.Allrightsreserved.GML_680816TheAnnualCMOSpendSurvey2019–2020Contents3Summa

2、ry15Figure5.NorthAmericanandU.K.MarketingBudgetAllocationsAcrossPaidMediaChannels3KeyFindings16Figure6.DigitalAdvertisingSpendBrokenOutAcrossChannels4Recommendations16Figure7.NorthAmericanandU.K.InvestmentAcrossMarketingChannels5SurveyObjective18Figure8.CMOsPrioritizeData,Insights,DigitalComme

3、rceandMarketingOperations6DataInsights19Figure9.BreakdownofMarketingExpenseBudgetAllocationsAcrossMarketingProgramsandOperationalAreas6CMOsremainpositiveaboutbudgetarygrowthdespitemarketingbudgetsdroppingtotheir21Figure10.AdoptionofZBBIsStubbornlyLowAmongCMOslowestlevelssince201422Figure11.CMO

4、s’SupportersandDetractorsintheEnterprise6Figure1.MarketingBudgetEvolution:2014–201924Figure12.CMOs’MostImportantMetricsAcrossFourCategories7Table1.BudgetAllocationsandExpectations,2019and20209Figure2.CMOsRemainUpbeatAbouttheImpactof29AcronymKeyandGlossaryTermsEnvironmentonMarketingPerformance3

5、3Evidence10Figure3.TopThreeIndicatorsCMOsUsetoTracktheBusinessandEconomicClimate34AboutGartnerforMarketers12Figure4.MarketingBudgetAllocationsAcrossMajorResourcesGartnerforMarketersGML@gartner.com@GartnerDigitalgartner.com/marketing2TheAnnualCMOSpendSurvey2019–2020SummaryThisyearmarksareversal

6、inmarketingKeyFindingsbudgetarygrowth,withexpensebudgets•MarketingexpensebudgetsinNorthAmericaandthefallingfrom11.2%to10.5%YoY.ThoughU.K.havefallento10.5%ofcompanyrevenue,downfrom11.2%justoneyearprior.Yet,CMOsremainupbeatthatmarketingleadersremainoptimisticfortheirbudgetswillreboundasweheadint

7、o2020.marketing’sfuturefiscalhealth,there’sa•Despitesignsoffuturefinancialuncertainty,CMOsfeelconfidentregardingfuturemacroenvironmentalfinelinebetweenoptimismandhubris.conditions.MostCMOssurveyedbelievetheglobalWilltoday’sbuoyancygivew