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The following is the Stay ahead in uncertain times From Dentsu Report recommended by recordtrend.com. And this article belongs to the classification: research report, network marketing.
Dentsu has released a new report “staying ahead in uncertain times.”. While global marketers face urgent challenges, including budget cuts and the need to adjust strategies as a result of a global pandemic, they are still looking ahead and assessing the challenges they will face in the next six to 12 months. Two fifths of the world’s CMOS say it is one of their biggest challenges to understand whether changes in consumer behavior are temporary or permanent.
In depth research found that the US CMO also believes that the biggest challenge is to try to understand which consumer behavior will last. In addition, CMO will also face the trend of declining consumer spending (Global: 39%; us: 41%) and marketing budget (Global: 26%; us: 25%).
Although CMOS in the U.S. tend to view management change as an upcoming challenge (33% vs. 22%) than the global average, they are less likely to worry about other challenges than the global average, including keeping in line with new or changing customer sentiment (35% vs. 39%), obtaining the right data to make timely and appropriate decisions (27% vs. 39%) 32%), and supply chain disruption (21% vs. 25%).
Although 62% of respondents (54% in the United States) foresee a decline in marketing budgets next year, 29% of unprepared CMOS think it is a challenge, and only 20% of prepared CMOS think it is a challenge.
Prepared and unprepared CMOS
Ready CMOS believe that the three main roles of marketing today are to develop the customer experience, lead disruptive innovation, and develop new products or services. This helps prepare CMOS to gain support from their businesses, especially those who say that their businesses “have the ability” to invest in their customer experience (54%) and innovation (47%) strategies.
At the same time, unprepared CMOS still play their own roles as before, and focus on business growth and business transformation as well as price optimization.
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