{ "docId": "019dd923-5ca1-7489-b636-f02dab3225ad", "docSlug": "1dfb82eb5691d211", "documentTitle": "The CMO Survey Marketing in a Post Covid Era", "authorId": "EY", "authorName": "Deloitte", "documentKindSlug": "consulting-deck", "documentKindLabel": "Consulting deck", "sourceTypeSlug": "strategy_consulting", "sourceTypeLabel": "Strategy consulting", "presentationDate": null, "orientation": "landscape", "aspectRatio": 1.778, "pageNumber": 14, "pageCount": 82, "prevPage": 13, "nextPage": 15, "slideType": "industry_trends", "function": "summarize", "density": "overcrowded", "nDataPoints": 14, "notes": "The slide summarizes findings from The CMO Survey, September 2022.", "elementsJson": [ "headline_text", "paragraph" ], "metadataConfidence": 1, "imagePath": null, "slideHref": "/slides/019dd923-5ca1-7489-b636-f02dab3225ad/14", "deckHref": "/decks/019dd923-5ca1-7489-b636-f02dab3225ad", "deckJsonHref": "/decks/019dd923-5ca1-7489-b636-f02dab3225ad.json", "deckAnchorHref": "/decks/019dd923-5ca1-7489-b636-f02dab3225ad#slide-14", "components": [ { "bbox": null, "kind": "callout", "text": "Marketers report that superior product quality (ranked as the top priority by 30.0%), excellent service (18.5%), and low price (17.2%) will be their customers’ top priorities in the next year.", "attrs": null, "subkind": null, "toolName": "Visual emphasis", "toolSlug": "visual-emphasis", "confidence": null, "componentId": "019dd951-c23c-719c-9e4a-14d00d4ed8a9", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.15, "w": 0.12, "x": 0.06, "y": 0.1 }, "kind": "image", "text": null, "attrs": null, "subkind": "icon-grid", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "32057eb0-6e8a-4a03-b629-5ce7e70de3a7", "frameworkName": null, "frameworkSlug": null }, { "bbox": null, "kind": "metric", "text": "customer priority: 30.0%", "attrs": null, "subkind": "primary", "toolName": "Quantification", "toolSlug": "quantification", "confidence": null, "componentId": "019dd951-c23c-719c-9e4a-187c55fdfd8d", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.25, "w": 0.86, "x": 0.07, "y": 0.3 }, "kind": "paragraph", "text": "Marketers report that superior product quality (ranked as the top priority by 30.0%), excellent service (18.5%), and low price (17.2%) will be their customers' top priorities in the next year. These findings mirror those observed one year ago, with the exception of low price breaking into the top three priorities, whereas it was ranked in 5th place one year ago. This is likely due to inflationary pressures causing customers to become much more price conscious. The emphasis on superior product quality is a trend first observed since the onset of the pandemic, and is especially true within the B2C Product sector where product quality increased as the top priority from 7.4% pre-pandemic to 39.3% in February 2022 and currently sits at 36.0%.", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "7bdc13d3-b85d-4071-8685-415c9bb42458", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.2, "w": 0.86, "x": 0.07, "y": 0.75 }, "kind": "paragraph", "text": "Considering how the pandemic has changed marketers' use of channels, 65.1% of marketers report an increase in the number of channels used over the last three years, including adding a direct-to-consumer/customer channel (30.9%). Half of all marketers state they are starting to return to or open new face-to-face channels. B2B Products and Services were most likely to return to or open new face-to-face channels (both 58.6%). In fact, face-to-face channels are alive and well across the board, with only 10.5% of marketers reporting that former face-to-face channels have become digital. B2C Services are much more likely than average (27.3%) to convert former face-to-face channels to digital, likely because more consumers have grown accustomed to taking care of services online during the pandemic. Forty-one percent of marketers report now using social channels to sell. Despite consumer popularity, only 1.3% report integrating gaming into channels to sell.", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "8d640df7-2cd2-4c7a-9151-0726763d2ef7", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.2, "w": 0.86, "x": 0.07, "y": 0.55 }, "kind": "paragraph", "text": "Diving one level deeper, a similar trend emerges when restricting to Consumer Packaged Goods companies, where product quality increased from being identified as the top priority by 0.0% of CPG companies in February 2020 to 52.0% just two and a half years later. In February 2020, 45.5% of Consumer Packaged Goods companies identified superior innovation as their customers' top priority, a percentage that has continued to slide throughout the pandemic and dropped to 4.0% in this survey. This trend aligns with consumers leaning into tried-and-true brands during their stress-induced pandemic shopping, pushing companies to shift funding away from innovation and into core product lines.", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "c43657ce-c802-4e48-915f-1370f5591e10", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.045, "w": 0.42, "x": 0.201, "y": 0.125 }, "kind": "title", "text": "Customers and Channels", "attrs": null, "subkind": "headline", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "31649cf2-1714-4568-a019-27aac0c553e1", "frameworkName": null, "frameworkSlug": null } ], "metrics": [ { "metricRaw": "customer priority", "numberRaw": "30.0%", "numberKind": "percent", "actionTitle": null, "calloutText": "Marketers report that superior product quality (ranked as the top priority by 30.0%), excellent service (18.5%), and low price (17.2%) will be their customers’ top priorities in the next year.", "numberScale": null, "numberValue": 30, "metricFamily": "survey_sentiment", "numberCurrency": null } ], "tools": [ { "name": "Audience Persona", "slug": "audience-persona", "agent": "Storyteller", "layer": "slide", "matchId": "fa75bf90-df68-43b8-b331-1b2ac967844d", "evidence": "Marketers report that superior product quality (ranked as the top priority by 30.0%), excellent service (18.5%), and low price (17.2%) will be their customers' top priorities in the next year.", "confidence": 0.6 } ], "frameworks": [], "arcBeats": [ { "to": 79, "from": 8, "beatId": "0987c41c-7d0e-45f2-aa2d-7d31624f06ea", "arcName": "The Sparkline", "arcSlug": "sparkline", "beatName": "Industry Trends", "beatSlug": null, "evidence": "The document presents various industry trends, including macroeconomic forecasts, marketing budgets and spending, digital marketing, and customer experience.", "position": 1, "confidence": 0.8, "parentBeatName": null, "parentBeatSlug": null }, { "to": 76, "from": 11, "beatId": "9d953e05-a430-4c69-a2bb-4c9d99bcf764", "arcName": "The Sparkline", "arcSlug": "sparkline", "beatName": "Data Table", "beatSlug": null, "evidence": "The document includes various data tables and charts, providing detailed information on marketing trends and statistics.", "position": 3, "confidence": 0.8, "parentBeatName": null, "parentBeatSlug": null } ], "loops": [], "imagePathAlt": null, "thumbSrc": null, "thumbSrcAlt": null, "locked": true }