2021年營銷預(yù)算報告

2021年營銷預(yù)算報告受新冠肺炎影響,營銷預(yù)算難以反彈,營銷預(yù)算占收入的比例從2020年的11%降至2021年的6.4%大多數(shù)CMO都面臨年度預(yù)算削減的問題,其中一些企業(yè)削減高于營銷預(yù)算的15%。盡管如此,大多數(shù)CMO預(yù)計2021年會迅速復(fù)蘇,預(yù)計預(yù)算將在2021年反彈。56%的CMO預(yù)計2021年的預(yù)算增長超過5%,即使新冠對其業(yè)務(wù)表現(xiàn)有負(fù)面影響。今年的快照顯示,營銷預(yù)算占公司收入的份額從2020年的平均11%下降到2021年的6.4%,下降了4.6個百分點。所有行業(yè)的營銷預(yù)算都受到擠壓Gartner跟蹤的所有九個行業(yè)的營銷預(yù)算都受到了影響,2021年沒有一個行業(yè)的預(yù)算超過收入的9%。旅游和酒店等受到疫情重創(chuàng)的行業(yè)面臨著嚴(yán)重的營銷預(yù)算緊縮。該行業(yè)預(yù)算占公司收入的比例從去年的10%以上下降到5.4%O在調(diào)查的九個行業(yè)中,消費品公司報告了2021年最強(qiáng)勁的營銷預(yù)算,占收入的8.3%.CMO重新優(yōu)先考慮渠道支出,純數(shù)字渠道占主導(dǎo)地位面對資源減少,CM〇已重新確定其渠道和項目的支出優(yōu)先級。對純數(shù)字渠道的投資,無論是自有還是付費都是CMO的投資重點，占總營銷預(yù)算的72.2%。電子商務(wù)支出排名靠前,分析支出落后

社交距離在整個2020年改變了B2B和B2C客戶的購買旅程。這些以數(shù)字為導(dǎo)向的旅程在2021年繼續(xù)發(fā)展,大多數(shù)在第一波新冠危機(jī)中首次使用數(shù)字渠道的客戶表示,危機(jī)過去后將繼續(xù)使用。這意味著即使是數(shù)字后來者也在接受不可避免的在線渠道轉(zhuǎn)變。因此,CMO優(yōu)先投資推動數(shù)字商務(wù)成功的技能,占總預(yù)算的12.3%。Marketingbudgetsasapercentageofrevenuehavefallentotheirlowestlevelinrecenthistory.Meanwhile,marketingleaderscontinuetoreprioritizechannels,programsandresources.UsethisresearchasyouressentialguidetothedataandinsightsfromGartner's2021CMOSpendSurveythatwillhelpyousecureandallocatetheresourcesnecessarytoachieveyourstrategicobjectives.K?yFindingsMarketingbudgetsasapercentageofrevenuehavefallentotheirlowestlevelinrecenthistory.Meanwhile,marketingleaderscontinuetoreprioritizechannels,programsandresources.UsethisresearchasyouressentialguidetothedataandinsightsfromGartner's2021CMOSpendSurveythatwillhelpyousecureandallocatetheresourcesnecessarytoachieveyourstrategicobjectives.K?yFindingsMarketingbudget*a*aproportionofcompanyrevenuehavefalenfrom11%in2020to6.4%in2021.theirlowestpointinthehistoryofGartner'sCMOSpendSurvey.Pur?-playdigitalchannelsaccountfor72.2%ofthetotalmarketingbudget,withCMOsindicatingthatthey'reshiftingofHinebudgetsmtodigitalspend29%ofworkthatwaspreviouslyearnedoutbyexternalagencieshasb??nmowdtoin-houseteamsoverthelast12months.CMOshavefocusedmhousingeffortsonhigh-v?lue.strategiccapabilitiessuchasbrandstrategy.mnov?tion?ndtechnology.Gartner'sannualCMOSpendSurveycapture*asnapshotofmarketmfj'*budget,spendingandstrateQicprionbes.Thisyear'ssurveyfindsCMOsatadifficultjuncture-budgetsandresourcesareconstrained,butmarketingneedstodemonstratehowitcansupporttheenterpnsesgrowthandtransformationambrt?ns.〇Contents18TrendNo.4In-HousingShiftsFromTacticaltoStrategicCapabilities18TrendNo.4In-HousingShiftsFromTacticaltoStrategicCapabilities04TrendNo.1MarketingBudgetsStruggletoReboundPo?t-COVID-19o

08TrendNo.2MarketingBudgetsSqueezedAcrossAllIndustrieso

12TrendNo.3Pure-PlayDigitalChannelsDominateoTrendNo.5AnalyticsSpendFailstoMakeTop3TrendNo.1MarketingBudgetsStruggletoReboundPost-COVID-19

MarketingBudgetsmaProportionofRevenueDownFrom11%bi2020to?^4%bi2021Throughout2020.mtheimmediateimpactoftheCOVK>19cris*)ohedbustneueasctomtheglobe.GartnerreportedthatthemajorityofCMOsfacedanirvyeerbudgetcut.'withsomecutswellaboveIS%ofthetotalmarketingbudget.NonetheleM.mostCMOsanticipatedaswiftrecovery?ndexpectedbudgetstobouncebackin2021.DatafromGartner'sCMOStrategicPrioritiesSurvey2020-2021reportedthat56%ofCMOsexpectedbudgetgrowthofmorethan5%in2021.withrespondentspositiveevenifCOVID-19hadnegativelyimpactedtheirbusiness'sperformance.Butsuchaswiftreturntoprepandemicfundinglevelsprowdelusiveformanymarketingorganizations.Gartner'sCMOSpendSurwytakesasnapshotoftheproportionatcompanyrevenuethat'sallocatedtomarketing.Thisyear'ssnapshotrevealedthattheproportionofcompanyrevenueallocatedtomarketinghadfallenfromanaverageof11?0%in2020tojust64%m2021—acutof4.6percentagepoint*.ThisisthelowestproportionallocatedtomarketinginthehistoryofGartner'sCMOSpendSurvey.。。Tr*ndNo.1Figure1Tr*ndNo.1Figure1MarketingBudget*a*%ofTotalRevenueMeanPercentageofBudgetShownMarketingbudgetshavebeenslashed.faMingfrom11.0%ofrevenuein2020to6.4%in2021.Marketingbudgetshavebeenslashed.faMingfrom11.0%ofrevenuein2020to6.4%in2021.Theseresultsreflectongomgdownwardpressureonmarketingspendinducedbythepandemic,butalsothevanabilityandvolatihtyassociatedwithrapiddigitizationandenterpnseresourceallocationdecisions.Inthefirstinstance,severalfactorscombinedto訓(xùn)effectonmarketingbudgets：OnereMonisthattheimpactofnear-termmarketingbudgetcutsonbrand?ndconsidefationareoftennotimmediatelyappreciatedTheseresultsreflectongomgdownwardpressureonmarketingspendinducedbythepandemic,butalsothevanabilityandvolatihtyassociatedwithrapiddigitizationandenterpnseresourceallocationdecisions.Inthefirstinstance,severalfactorscombinedto訓(xùn)effectonmarketingbudgets：OnereMonisthattheimpactofnear-termmarketingbudgetcutsonbrand?ndconsidefationareoftennotimmediatelyappreciatedMarketingbudgetshavealwaysbeenthefirttoftheenterprisebudgetstobecutandthelasttoberestored.bymarketing'sstakeholdersintheenterprise.CMOsneedtodemonstrateintheirn?xtbudgetingcyclethattheillusionofsavingstodaypresentsasignificantrisktotomorrow,asbrandslosecustomerrelevance,shareofvote*,andth*abilitytoreachcustomerswithtarge<edandtimelymessage*CFO?havebecomecomfortablewiththelowercostbasethatspendingcutsinmarketing,alongsidesavingsonrealestateandtravelcosts,haveyielded.Forfurtherhelpandguidanceonhowtodealwiththeimpactofbudgetchallenges,seeOartner'aStrategicCot*OptimizationRe*ourceCenter.?CMOsprovedthattheycoulddomorewithless,curbingspendingonevents,agenciesandadbudgetsinthefaceofacns?s.Thisyear'ssurveycapturesmarketingbudgetsfollowingaprolongedpenodofmultiple,decrementalbudgetcuts.Formany,there'snotbeen?single.toHmglyprecipitousdropmbudget,butratherasteadyerosionofmarketing'sfund*.Andsofar.theenterprisehasprovedtobeslowinreplenishingmarlwting'sdepletedcoffers.MarketingBudgat*SquwzedActomAllIndmtriMCuuimpactedmarketingbudget*acroc*allnineindustriestrackedinoursurvey,withnoindustryholdingabudgetofmorethan9%ofrevenuein2021.Meanwhile.CMOsincategoriesthatwerehithardbythepandemic,suchastravelandhospitality,faced?ignific4r)tbelt?tightening.Thisbcomparedwithbudgetsa*aproportionofcompanyrevenuedownfromoverX?tojust5.4%in2020.Oftheneneindustriesinthesurvey.CMOsfromconsumerproductscompaniesreportedthestrongest2021marketingbudgetsat8.3%ofrevenue.Stll.thatwmadacreawfromtheprkxyear,showingthatnoindustrywasimmune.Tr?ndNo.2■2020■2021■2020■2021MeanPercentageofBudgetShownWhilenoindustryachievedadouble-digitbudge*in2021.consumerproductssustainedthesmsNesIywr-over-yearbudgetdecHne.whilerespondentsfromtravelandhospitalitysawtheirbudgetsasaproportionofcompanyrevenuefailfrom32%to5.4%In2021.WithincreasedoptimismintheUS.'andotherm*|ormarkets,thesecutsmayappearmismatchedwithenterprisesentiment.However,theCOVtD*19crisiswmaturningpointformanybusinesses,regardlessofmdustry.BusinessleadersrespondingtoGartner'sannualCEOandBusinessExecutiwSurvey*firmlyplacedgrowthastheirtopstrategicbusinesspriorityforthenexttwoyears,andtheirsightsarefixedondigitalbusinessasapathtogrowth.Astheenterpriseacceleratedinvestmentsindigitalbusiness,theyshiftedspendingpriorities.Gartner*s2021CEOSurveyreportedthatincreasedinvestmentsindigitalbusinesscapabilitieshascomeattheexpenseoffunctionslikemarketing,whereCEOshavedeprioritizedanddefunded.

ThatMid.adirectreductiontnenterpriseexpenditure*formarketing*ownedactivity埠nottheonlyreasonfcxtheseresults.The>x>totilityassociatedwrtharapiddigitizationofcommeraalactmty.andrenewedcommitmentstocustomercentncitycanalsoinduceorganizationstoshiftbudgetforsuchactivityoutsidethecontrolofaCMO.Forexample.CEOtstatethetopfocuspointsfo*theifChiefDigitalOfficers(CDOs)in2021includecustomerexperienceand??commefc，.Asthes?capabilitiesmovetobeenterprisedigitalbusinessinitiatives,aCMO'saccountabilityandbudgetauthoritymayg?v?waytomeresupportingroles.Therefore.CMOsmustnotonlyfocusonhowtoreclaimthewhollycutresourcesneededtoachievetheirobjective*butalsocontinuouslyiustifytheirownefshipinbothbudgetanddeliveryofcriticalbusinessprkxities.CMO?RapriorHiMChann?lSpending-Rur?*HayDigitalChannel*DominateFacingareductiontnrmourcet.CMOshavereprioritizedthespendingcommitmentsacrossth?rchannelsandprograms.Investmentstnpure*playdtgitaichannels,betheyowned,paidorearneddo?rMnateCMOs'investmentpriorities,accountingfor72J%ofthetotalmarketingbudget.MarketingBudgetAllocationMarketingChannel*MeanPercentageofBudgetShown￡mm>7X2%PuredigitalchannelsPur.playdigitalinvestmentsaccountlot72.2%otmarkating'sinvestmentswhensplitbymarketingchannel.TrendNo.3Lookingstthebudgetsthathavebenefitedfromincreasedinvestmentyear-ovef-year.socialmarketing.SEOanddigrtaladvertisingtoppedthelistofchannelwinnersreportedbyCMOs.Offlineadvertising,mobilemarketingandeventswerethemostlikelytohavefacedacutmbudgetwhencomparedwith20J〇、spending.Whatpartdobudgetarychallengesplaymshiftingchannelpnorities?When?sitedwhat'sdrivingchannelreallocationsin2021.only24%ofrespondentsstatedthatthey'dprioritizedtoreducecosts.CMOs'topresponseswere：UTobettermeetthepaceofchangebroughtonadvancesindigitaltechnology(47%)ThisreflectsthefactthatcustomerioumeydisruptionsbroughtaboutbythepandemichavepromptedCMOsacrossindustriestoquestionlong-heldbeliefsontherelativevalueoftheirchannelinvestments.ChannelsthathavetradttionaNybeenseenasdriversotawareness,suchmTVoroutofhome(OOH),arenowvyingforbudgetalongxdethosethathavebeenconsideredasperformancemarketingchannels,suchassearchandsocialadvertising.?Toimprovebrandawareness(40%)〇Togatherdamdrtveninsightsfromdigitalchannels(39%)

In-WotMlngShift*FromTacticaltoStrategicCapabilhiMEachyear,wea*krespondentshowtheirtotalbudgetisallocatedesQtmarketingresourceareas：agenoet.media,laborandpaidmedia.AscanbeseeninFigure4.prior(tieshavechangedlittleyear-over-year.MarketingBudgetAllocationActomMarketingChannelsMeanPercentageofBudgetShownい二?■マ二■illllllResourceallocationsarestabley?ar-over-yMr,butagainstadecliningbudgetefficienciesarerequiredacrossallofmarketing'smajorinv?ttm?nu.。Tr?ndNo.4asmallincreasefrom2020.However,giventhedecreasemtop-linemarketingbudgets.th?smeansthatallresourceswtHbesqueezed,eveninstrategicallyimportanttechnologyinvestments.Agencies'shareofthetotalbudgethasdeclinedalittleyear-over-year(23.7V23.O%).However,thissmallchangemaskssignificantin-housingactivity,asCMOsreimaginethecapacitiesthatcanbesupportedbytheirinternalteams.Respondentstothisyear'ssurveyreportedthat29%ofworkpreviouslycarriedoutbyagencieshasmovedin-houseinthelast12months.Whilethisnumbertssimtlartotheproportionreportedtn2020.thecapabilitymixhaschangedsignificantly.Lastyearwereportedthatin-housinghadlargelyfavoredhighvolume,lowvalueagencys?rvic?s-thisyearCMOsarelookingtohighcostandhigh^narginstrategicagencyinvestments.Whenaskedtorankthe?xtern*l?g?ncycapabibtietthey'removingin-houM,CMOi'top3were：〇Brandstrategy?Innovationandtechnology0MarketingstrategydevelopmentTheGartner2021MagicQuadrant**forGlobalMarlietingAgancmdescribesthestrategicservicesagenciesprovidetomarketingteams,includingbusinessstrategyanddigitalbutrneutransformationskills.Giventhestrategicimportanceofcapabilities.CMOsmustbalancetheirneedforcott-efficientinternalresourceswiththescale8ndexperiencethatstrategicpartner*suchasagenciesprovide(seeFigure2tn"MakingtheCm*forYourIn-HouseAgency.Part1：StrategyandBenefits*).TrendNo.5TrendNo.5AnalyticsSpendFailstoMakeTop3TrendNo.5OiflitalComm?rc?TopeProgramSp*nd—AnalyticsSpendFail*toMakaTop3Socialdistancingrutestransformedbuyingtourney*forB2BandB2Ccustomersalikethroughout2020.Andthesedtgitaltyorientedtourneyscontinuem2021-themifontyofcustomerswhoused?digitalchannelforthefirtttimeinthefirstwaveoftheCOVID-19cr?tsstatethattheywillcontinuetousethemwhenthecris**passes.4Thismeansthatevendtgrtallate-comer*havebeenforcedtoacceptthemevitableshifttoonlinechannels.Consequently.CMOsh?veprioritizedinvestmentintheprogramsandcapabilitiesthatfueldigitalcommercesuccess.WhenweaskedCMOshowtheydivideuptheirbudgetsbyprogramsandoperationalareas,digitalcommerceinvestmentswerethemostpopular,accountingfor123%ofthetotalbudget(teeFigure5).TrendNo.5Figures2021MarketingBudgetAllocationAcrossMarketingProgram*andOperationalArea*MeanPercentageofBudgetShownktolcommaxa 12*3%MaftMEoperaUMW tlQ%BrandMTMooy 11.3%MertetEanalytic* 11<0%Sporworahtp* 9.6%9.5%9.3%8.7%8.3^8.0%0** I0.1%?■*MaartMn*toa4MEaMadwYOMaar■ewtaaalm^aaag?*??■(j(nr**aacdbangWtesaM(■>>in**■?M*>alZKmaag?a>?Mm*pra^sa??BaaanaaM?mQiMaatCMOl?aMkww.W1。。Tr*ndNo.5Marketingoperationsandbrandstrategy—bothstrategicprioritiesoverthelastcoupleofyears-alsofaredwell.Andwhileanalyticsaccountedforarespectable11.0%ofthetotalbudget,itsitsoutsidethetopthreeareasofspending.Thiscouldbeduetothefactth4t.whilestillviewedasastrategicallyimportantcapability,dataandanalytic*havefailedtoIrveuptomarketingexpecutions(seeO??tn?r's2020MarketingDataandAnalyticsSurvey)

Gartner'sCMOSpendandStrategySurvey.2021Thepurposeofthissurwyistounderstandthemarketingorganization'sstrategicprioritiesandbudgetallocationsfor2021aswell??thoseimpedamenttandopportunitiesfacingCMO?astheyforgeapathtosuccessin2021.ThereseerchwasconductedonlinefromMarchthroughMay2021among400respondentsmtheUS.(49%).Canada(1%).France02%).Germany(11%)andtheU.K.(27%).Respondentswererequiredtoha