people flow

Perspectives

The CMO Survey: Fall 2018 report

What insights can we gain from marketing leaders?

The CMO Survey report collects and disseminates the opinions of top marketers to help predict the future of markets, track marketing excellence, and improve the value of marketing in firms and society.

The CMO Survey August 2018: Budgets on the rise amid industry concerns

Despite a recent drop in overall marketer optimism and a decrease in total marketing spending as a percentage of firm revenues, the latest findings from the CMO Survey show increases to overall marketing budgets over the last year (7.5 percent change in marketing budgets) and expected continued growth.

Key findings

Digital Marketing Spend
Growth of digital marketing spend continues to outpace traditional advertising spend. In the next 12 months, digital marketing expenditures are expected to increase by 12.3 percent. Despite slowing growth, spending on digital marketing is expected to increase from 44 percent of marketing budgets to 54 percent in the next five years.

Social Media Spend
Over the last year, social media spend has increased more than any year prior, and is expected to expand by 66 percent in the next five years. While the ability to demonstrate social media impact quantitatively has improved over the past four years, the effectiveness with which it has been integrated into marketing strategy remains even.

Marketing Analytics Spend
Marketing analytics spend is forecasted to increase more than 200 percent in the next three years. While the use of marketing analytics in decision making has increased over time, the survey noted a dip over the last year. A lack of properly trained professionals and the tools and processes to measure the impact of marketing analytics are marketers' biggest concerns.

The CMO Survey infographic

About The CMO Survey

Deloitte supports the CMO Survey—conducted biannually since 2008 by Duke University's Fuqua School of Business marketing professor Christine Moorman—as a measure of how marketing leaders are navigating this brave new world. The survey reports on their priorities and plans enabling marketers to compare staffing, budgeting, and investment areas, and identify potential trends.

Fullwidth SCC. Do not delete! This box/component contains JavaScript that is needed on this page. This message will not be visible when page is activated.

Did you find this informative?