{
  "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": 29,
  "pageCount": 82,
  "prevPage": 28,
  "nextPage": 30,
  "slideType": "industry_trends",
  "function": "analyze_data",
  "density": "dense",
  "nDataPoints": 6,
  "notes": "The slide uses a line chart to visualize the fluctuation in marketing spend, highlighting a recent decline.",
  "elementsJson": [
    "headline_text",
    "line_chart",
    "callout_box"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5ca1-7489-b636-f02dab3225ad/29",
  "deckHref": "/decks/019dd923-5ca1-7489-b636-f02dab3225ad",
  "deckJsonHref": "/decks/019dd923-5ca1-7489-b636-f02dab3225ad.json",
  "deckAnchorHref": "/decks/019dd923-5ca1-7489-b636-f02dab3225ad#slide-29",
  "components": [
    {
      "bbox": {
        "h": 0.55,
        "w": 0.28,
        "x": 0.7,
        "y": 0.35
      },
      "kind": "callout",
      "text": "After two consecutive increases in traditional advertising spend, traditional advertising reverts to a decade-long negative growth as we emerge from Covid. B2B Services use traditional advertising more (1.6% increase). Within industries, Transportation and Retail/Wholesale reported the largest drop in traditional advertising investments (-13.9% and -3.6% respectively). In contrast, Pharma/Biotech plans to invest most heavily in this area with an additional 19.4% of marketing budget on traditional spend over the next 12 months, surpassing all other industries by close to 10%. Smaller companies (with <$10 million in sales revenues) expect to increase spend in this area (4.2%) while larger companies plan to decrease spend. Interestingly, pure play companies spend more on traditional adverting (0.7%), perhaps as a means to broaden their reach.",
      "attrs": null,
      "subkind": "primary",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "1fa07df5-5e4b-4cb3-b081-a65c35d605d6",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "callout",
      "text": "After two consecutive increases in traditional advertising spend, traditional advertising reverts to a decade-long negative growth as we emerge from Covid.",
      "attrs": null,
      "subkind": null,
      "toolName": "Visual emphasis",
      "toolSlug": "visual-emphasis",
      "confidence": null,
      "componentId": "019dd951-c23d-70a9-9e8b-76989693e583",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.55,
        "w": 0.6,
        "x": 0.03,
        "y": 0.35
      },
      "kind": "chart",
      "text": "Line chart showing percentage change in traditional advertising spend over time.",
      "attrs": null,
      "subkind": "line",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "9804c085-98a3-40ba-8d92-971df164f27d",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "metric",
      "text": "Marketing budget change: -0.7%",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd951-c23d-70a9-9e8b-79fd8569a271",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.08,
        "w": 0.6,
        "x": 0.03,
        "y": 0.26
      },
      "kind": "paragraph",
      "text": "Relative to the prior 12 months, by what percent do you expect your marketing budget to change in the next 12 months in traditional advertising?",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "682d0351-e404-4e41-a8e5-2b6026248b2e",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.15,
        "w": 0.9,
        "x": 0.03,
        "y": 0.1
      },
      "kind": "title",
      "text": "Traditional advertising marketing spend expected to dip in the next 12 months falling into pre-Covid territory",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "4f90d211-0a83-4df9-a13a-b91cc22b942b",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [
    {
      "metricRaw": "Marketing budget change",
      "numberRaw": "-0.7%",
      "numberKind": "percent",
      "actionTitle": "Traditional advertising marketing spend expected to dip in the next 12 months falling into pre-Covid territory",
      "calloutText": "After two consecutive increases in traditional advertising spend, traditional advertising reverts to a decade-long negative growth as we emerge from Covid.",
      "numberScale": null,
      "numberValue": -0.7,
      "metricFamily": "market_size",
      "numberCurrency": null
    }
  ],
  "tools": [],
  "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": 77,
      "from": 15,
      "beatId": "77d2e471-deb6-4c6e-a07b-a4742500bb1f",
      "arcName": "The Sparkline",
      "arcSlug": "sparkline",
      "beatName": "Key Takeaways",
      "beatSlug": null,
      "evidence": "The document highlights key takeaways and insights from The CMO Survey, including trends and best practices in marketing.",
      "position": 2,
      "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
}