德勤:2020CMO调查(COVID-19特别版报告)

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The_CMO_Survey-Highlights-and_Insights_Report-June-2020.pdf

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日前,德勤最新发布《2020CMO调查(COVID-19特别版报告)》(The CMO Survey: Special edition report COVID-19 and the state of marketing)。CMO调查报告称,大流行导致9%的营销工作流失,而24%的营销人员预计这些工作不会回来。在过去的几个月中,组织保留的市场营销人员,已被用来活跃在线并推广公司产品,制定新的广告和促销策略,以及向当前客户提供信息。预期的市场招聘人数已降至历史最低点,首次出现负增长(-3.5%)。

报告显示,在过去的几个月中,大约30%的营销人员的总体营销预算没有变化,并且自2020年2月的调查以来,用于营销体验的支出增长了大约10%。在大流行期间,移动和社交方面的支出分别增长了70%和74%,预计明年还会进一步增长。但预计整体营销支出将在未来12个月内减少。

客户表示,他们越来越重视数字体验,并越来越认可公司为实现“良好用户体验”所做的努力。营销人员预计,客户将把信任关系放在首位(29.3%),这比2009年2月(19.9%)有了显着增长。营销人员报告说,社交媒体对公司绩效的贡献,在过去几个月中急剧上升。/权威报告推荐,微信公众号:UseITcomCn/

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