2019-2020年首席营销官CMO支出年度报告（英文）-Gartner-34页.pdf

Gartner for Marketers The Annual CMO Spend Survey 2019–2020 CMOs Double-Down on Digital Channels and Analytics, But Fail to Plan for Tough Times Ahead By: Ewan McIntyre, VP Analyst Anna Maria Virzi, Principal Analyst © 2019 Gartner, Inc. and/or its affiliates. All rights reserved. GML_680816 The Annual CMO Spend Survey 2019–2020 Contents 3 Summary 15 Figure 5. North American and U.K. Marketing Budget Allocations Across Paid Media Channels 3 Key Findings 16 Figure 6. Digital Advertising Spend Broken Out Across Channels 4 Recommendations 16 Figure 7. North American and U.K. Investment Across Marketing Channels 5 Survey Objective 18 Figure 8. CMOs Prioritize Data, Insights, Digital Commerce and Marketing Operations 6 Data Insights 19 Figure 9. Breakdown of Marketing Expense Budget Allocations Across Marketing Programs and Operational Areas 6 CMOs remain positive about budgetary growth despite market