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The CMO Survey: Understanding marketing today and tomorrow

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Whether you want to know how your company stacks up to others in digital spend, performance on customer and brand metrics, or integration of customer information across channels – The CMO Survey provides timely insight to help marketers benchmark their organization and tracks trends over time. http://cmo.deloitte.com/cmosurvey/

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The CMO Survey: Understanding marketing today and tomorrow

  1. 1. About Deloitte Deloitte refers to one or more of Deloitte Touche Tohmatsu Limited, a UK private company limited by guarantee (“DTTL”), its network of member firms, and their related entities. DTTL and each of its member firms are legally separate and independent entities. DTTL (also referred to as “Deloitte Global”) does not provide services to clients. Please see www.deloitte.com/about for a detailed description of DTTL and its member firms. Please see www.deloitte.com/us/about for a detailed description of the legal structure of Deloitte LLP and its subsidiaries. Certain services may not be available to attest clients under the rules and regulations of public accounting. Copyright © 2016 Deloitte Development LLC. All rights reserved. Member of Deloitte Touche Tohmatsu Limited 1 Source: The CMO Survey, February 2016 2 Number estimated using survey responses for spending in next 12 months and next 5 years, assuming linear growth in spend of respondents believe their companies are very effective in integrating customer information across purchasing, communication, and social media channels Less than 50%of companies use analytics for decision making in customer insight, acquisition, and retention is the average rating for how effectively firms link social media to their marketing strategies4.1 out of 7 Marketers will need to think strategically and holistically to make a true impact with their marketing investments. 13% 19.9% 22.5% 14.3% 9.1% 3.5% 17.7% not at all effective very effective MOBILE MARKETING 2.4 out of 7 MARKETING ANALYTICS 3.8 out of 7 SOCIAL MEDIA 3.1 out of 7 Average rating of degree of contribution to company performance How effectively companies integrate customer information <4% of companies have yet to prove the short-term quantitative impact of marketing 63% Good qualitative sense of the impact, not quantitative Haven’t been able to show the impact yet 46% 17% TODAY’S EFFORTS ARE FALLING SHORT MARKETING ANALYTICS 6.7% 11.1% SOCIAL MEDIA 10.6% 17.1%2 MOBILE MARKETING 5.9% 14.6% Current In three years Percent of marketing budget Current In three years Percent of marketing budget Current In three years Percent of marketing budget SOCIAL, MOBILE, AND ANALYTICS BUDGETS ARE ON THE RISE Respondents indicate that marketing expenses account for of their firms’ overall budgets, which is the highest percentage since the survey question was first asked in 2011 12.1% 11.4% 10.1% 10.9%10.9% 9.4% 10.6% 11.4% 10.4%10% 8.1% FEB 12% Percent change in planned spending over the next 12 months overall marketing spend 6.9% 3.2% traditional advertising 5.0% brand building 7.1% customer relationship management 13.2% digital marketing 2015 FEB AUG 2014 FEB AUG 2013 FEB AUG 2012 FEB AUG 2011 FEB AUG 2016 INVESTMENT IN MARKETING CONTINUES TO GROW The CMO Survey1 February 2016 results