{ "docId": "019dd923-5ca1-7489-b636-f458fc5d5c97", "docSlug": "3e2af39803cc6262", "documentTitle": "The CMO Survey The Highlights and Insights Report February 2022", "authorId": "EY", "authorName": "Deloitte", "documentKindSlug": "consulting-deck", "documentKindLabel": "Consulting deck", "sourceTypeSlug": "strategy_consulting", "sourceTypeLabel": "Strategy consulting", "presentationDate": null, "orientation": "landscape", "aspectRatio": 1.778, "pageNumber": 2, "pageCount": 93, "prevPage": 1, "nextPage": 3, "slideType": "executive_summary", "function": "summarize", "density": "overcrowded", "nDataPoints": 14, "notes": "Includes a signature from Christine Moorman and institutional affiliation.", "elementsJson": [ "paragraph", "logo_grid" ], "metadataConfidence": 1, "imagePath": null, "slideHref": "/slides/019dd923-5ca1-7489-b636-f458fc5d5c97/2", "deckHref": "/decks/019dd923-5ca1-7489-b636-f458fc5d5c97", "deckJsonHref": "/decks/019dd923-5ca1-7489-b636-f458fc5d5c97.json", "deckAnchorHref": "/decks/019dd923-5ca1-7489-b636-f458fc5d5c97#slide-2", "components": [ { "bbox": null, "kind": "callout", "text": "This 28th Edition of The CMO Survey finds that marketing budgets as a percent of overall budgets rise to 11.7%, resetting to pre-pandemic levels, while marketing budgets as a percent of revenues increase to 10.3%.", "attrs": null, "subkind": null, "toolName": "Visual emphasis", "toolSlug": "visual-emphasis", "confidence": null, "componentId": "019dd951-c23d-70a9-9e95-d54e54e94bf3", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.07, "w": 0.28, "x": 0.36, "y": 0.84 }, "kind": "image", "text": "Signature of Christine Moorman", "attrs": null, "subkind": "illustration", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "d6c68366-ed39-48f6-b6a3-74f704ce942c", "frameworkName": null, "frameworkSlug": null }, { "bbox": null, "kind": "metric", "text": "Marketing budget as % of revenue: 10.3%", "attrs": null, "subkind": "primary", "toolName": "Quantification", "toolSlug": "quantification", "confidence": null, "componentId": "019dd951-c23d-70a9-9e95-d878e59f72d3", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.06, "w": 0.3, "x": 0.36, "y": 0.91 }, "kind": "paragraph", "text": "Christine Moorman\nT. Austin Finch, Sr. Professor of Business Administration\nFuqua School of Business, Duke University\nFounder and Director, The CMO Survey", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "03ae77f7-64bf-4fe4-862c-0dbde2aa1a7e", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.05, "w": 0.9, "x": 0.05, "y": 0.79 }, "kind": "paragraph", "text": "All three reports contain other topics and metrics important to managing marketing. I hope these observations, insights, and benchmarks will be useful to you and your company. Special thanks to all the marketing leaders who gave their time and good will to make these findings possible.", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "50decc89-e6a6-4b47-bb81-af02514dd242", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.18, "w": 0.9, "x": 0.05, "y": 0.18 }, "kind": "paragraph", "text": "This 28th Edition of The CMO Survey finds that marketing budgets as a percent of overall budgets rise to 11.7%, resetting to pre-pandemic levels, while marketing budgets as a percent of revenues increase to 10.3%. Yearly growth in marketing spending breaks 10% for only the second time in a decade and is predicted to rise further over the next year to 13.6%. Digital marketing spending, which currently accounts for 57.1% of marketing budgets, is expected to grow by 16.2% during the same period. Although investments in digital marketing have increased across the board, investments in data analytics grew by nearly 40% over the last year to become the most common investment by marketers. The largest reported digital marketing challenges are integrating customer data across all touchpoints and combining digital and offline data.", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "73e81e56-1bb9-4c31-88b2-37d2ca06f88e", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.22, "w": 0.9, "x": 0.05, "y": 0.56 }, "kind": "paragraph", "text": "Considering the management of privacy, marketers expect a large increase in first-party data usage over the next two years (75% will increase use) that far exceeds use of second-party (46%) and third-party data (39%). In 2018, only 11.4% of marketers predicted a decrease in their use of third-party data and this increased to 17.7% likely in the wake of Apple allowing its users to choose which apps can access their data and Google's announcement that tracking cookies on the Chrome web browser will be phased out by 2023. Privacy concerns have not meaningfully increased since 2018 and marketers rate their worries about privacy concerns at only at moderate level. This may be due, in part, to the fact that nearly two-thirds of marketers believe customers will stay with current brands instead of switching to an alternative that offers more privacy protection and that over 90% do not believe consumers read or understand privacy disclosures. Despite this fact, marketers are still taking actions to increase trust in their brands in the face of privacy concerns, including 63% promising not to sell customer information.", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "d6210202-b0dc-454b-80db-84448a9cb433", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.18, "w": 0.9, "x": 0.05, "y": 0.37 }, "kind": "paragraph", "text": "Only one third of marketers surveyed report their companies have specific goals related to climate change. Fewer than half of marketing leaders (47.4%) think their companies are willing to make short-term financial sacrifices for climate-change. Companies are less likely than in previous years to take specific actions to reduce the negative impact of marketing-related activities on the ecological environment. Fully 40% of companies are taking no climate-related actions. One reason for this may be that only 34.0% of marketers believe customers/partners will reward climate action and only 24.5% report customers are willing to pay a higher price for more climate-friendly offerings. Concern with minimizing the impact of marketing on the ecological environment has shown no increase for a decade.", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "ea8ab8aa-7823-4f79-96f9-ba8ed9842ec3", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.05, "w": 0.36, "x": 0.32, "y": 0.07 }, "kind": "title", "text": "The CMO Survey", "attrs": null, "subkind": "headline", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "5ebd6013-5e65-436a-9d80-03a5db8e4fb4", "frameworkName": null, "frameworkSlug": null } ], "metrics": [ { "metricRaw": "Marketing budget as % of revenue", "numberRaw": "10.3%", "numberKind": "percent", "actionTitle": null, "calloutText": "This 28th Edition of The CMO Survey finds that marketing budgets as a percent of overall budgets rise to 11.7%, resetting to pre-pandemic levels, while marketing budgets as a percent of revenues increase to 10.3%.", "numberScale": null, "numberValue": 10.3, "metricFamily": "market_size", "numberCurrency": null } ], "tools": [ { "name": "Executive summary", "slug": "executive-summary", "agent": null, "layer": "slide", "matchId": "cc5bf02d-41e6-4e9b-900b-e8993d31324c", "evidence": "type: executive_summary", "confidence": 0.9 } ], "frameworks": [], "arcBeats": [], "loops": [], "imagePathAlt": null, "thumbSrc": null, "thumbSrcAlt": null, "locked": true }