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  "documentTitle": "The CMO Survey The Highlights and Insights Report February 2022",
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  "authorName": "Deloitte",
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  "notes": "Slide 58 from The CMO Survey February 2022 report.",
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      "text": "Mobile spending as a percent of marketing budgets dropped back to pre-pandemic levels (13.3%), but is predicted to return to 2021 levels over the next year (rising to 18.7%) and to 28.3% over five years.",
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      "text": "Marketing budget allocation: 13.3%",
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      "text": "Mobile spending as a percent of marketing budgets dropped back to pre-pandemic levels (13.3%), but is predicted to return to 2021 levels over the next year (rising to 18.7%) and to 28.3% over five years. Unsurprisingly, B2C Product and Service companies are leading this acceleration, predicting to use 32.2% and 32.9% of their marketing budgets on mobile activities in the next 12 months. Consistent with this finding, B2C Product and Service companies report the highest contributions to their companies' performance from mobile marketing (3.9 and 3.7 on a 7-point scale, respectively). That said, marketers overall continue to struggle to see returns on mobile (3.0 average).",
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      "text": "Although smartphone ownership continues to reach new heights, only 26.4% of companies report using an app. Of those that use apps, the return on investment varies significantly. The majority of companies (56.6%) report that their app generates <5% of total revenue. B2C Product companies indicate the highest returns, with 42.9% of companies reporting moderate-to-high app revenue generation.",
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      "text": "Social media spending, on the other hand, increased only slightly over the past six months (15.4% from 15.3%), but still far from peak pandemic levels of 23.2%. Marketers agree that social media spending will continue to increase at a faster pace, reaching 23.5% of marketing budgets in the next five years. Approximately one fifth of all social media activities are performed by outside agencies. Similar to mobile spending, B2C Product and Service companies report the highest social media returns (4.3 and 4.2 on a 7-point scale, respectively). B2B Service companies, in particular, indicate that social media marketing has become a pillar for their companies' strategic success, reporting a highly effective linkage between marketing strategy and social media activities (4.9 on a 7-point scale compared to the 4.6 average). The presence of influencers within the social media space is predicted to increase over the next three years, but not nearly as rapidly as marketers had predicted back in June 2020 at the height of the pandemic.",
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