2018年首席营销官调查：品牌如何取胜数字经济（英文版）.pdf

How brands win in the digital economy CMO Survey 2018 Contents Foreword 3 The speed read 4-6 1 Marketing in turmoil? 8-10 2 Digital trends disrupting marketing 11-17 3 Capitalising on consumer attention 18-25 4 Bridging the gap 26-32 5 Conclusions 33-34 Annex: About the respondents 35-36 2. CMO Survey 2018 Foreword by Nigel Morris Chief Strategy and Innovation Officer, Dentsu Aegis Network It’s a huge pleasure to launch our 2018 CMO Survey. This research, encompassing the views and inputs of 1,000 CMOs and C-level marketing executives around the world, gets to the heart of the challenges and opportunities facing marketers today. Amid huge levels of debate and soul-searching about the state of marketing, and particularly the impact of digital technologies, this report provides a snapshot of CMO sentiment. It also sets out some of the key areas that we believe will be critical if brands are going to be successful in the context of the digital eco