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大流行后,首席营销官的战略重头戏更加敏捷

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大流行后,首席营销官的战略重头戏更加敏捷

在过去的几个月中,这种大流行给CMO带来了沉重的挑战,但似乎营销总监在很大程度上已从冠状病毒的猛烈袭击中脱颖而出,这给他们带来了新的“超级大国”而不是徒劳的在战略层面上。

根据最近的《首席局外人》报告,绝大多数CMO(91.6%)同意,由于从COVID- 19场危机来临。

营销人员似乎也充满希望地面对未来。48%的营销经理表示,当前的经济形势将对其公司的业务绩效产生积极影响(2020年为35%)。此外,有62.5%的CMO完全相信其营销预算将在2021年达到目标。不过,仍有近三分之二的营销商认为在未来几个月内不太可能加强其内部营销和广告工作。

关于大流行病,由于受到疫苗的控制,这种流行病得到了更好的控制,有38.9%的集体管理组织预  香港电话号码表  言其影响将在2021年产生积极影响,而27.8 %的集体管理组织认为其影响将主要为负面影响,而31%的9%认为这种影响在性能上可忽略不计看法。

在考虑COVID-19是否产生了比威胁(38.9%)多的商机(43%)时,营销人员的分歧是平均的。

香港电话号码表

大流行已转化为CMO的更大战略敏捷性
几乎所有的CMO似乎都同意,大流行使企业在战略上比以前更加熟练,因为健康危机迫使公司  香港电话号码数据库  内部重新评估了市场战略,供应链和流程。

鉴于最近几个月汲取的经验教训,公司现在更加灵活,可以应对瞬息万变的市场需求。

大流行也加速了CMO角色的变化。在危机之后,公司越来越多地将目光投向营销经理,以进行战略规划和开发,进行销售和营销调整,获得客户体验,进行品牌战略和策略以及进行内容创建和管理。

预计市场经理还将负责增长战略,数字技术选择和客户参与策略。

所有这些过多的变化将由CMO与代理机构共同承担,因为65.7%的人认为今年不太可能做出内部努力。

展望2021年,有94%的营销经理预计对数字广告的投资将达到目标,尽管78.5%的CMO承认,他们难以保持领先和持续的技术进步。

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