Binciken CMO - Agusta 2013

binciken cmo

Manyan hafsoshin tallace-tallace (CMOs) suna ƙara rarraba albarkatu ga kafofin watsa labarun, amma adadi mai ban tsoro ba ya ganin dawowar riba akan wannan saka hannun jari, a cewar Binciken CMO.

Kashi 15 cikin ɗari kawai na 410 CMO da farfesa ya bincika Hoton Christine Moorman of Makarantar Kasuwancin Fuqua ta Jami'ar Duke sun ce sun tabbatar da tasirin yawaitar kudaden da suke kashewa na talla a kafofin sada zumunta. Wani kashi 36 kuma ya amsa suna da kyakkyawar ma'anar tasirin cancanta, amma ba tasirin yawa ba.

Kusan rabin CMO da aka bincika (kashi 49) ba su iya nuna cewa ayyukan kafofin watsa labarun kamfanin su sun kawo canji ba. Duk da wannan, ana saran 'yan kasuwa su kara kashe kudade a kafofin sada zumunta daga kashi 6.6 zuwa 15.8 cikin XNUMX a shekaru biyar masu zuwa.

Nuna tasirin tasirin ciyarwar gabaɗaya ya kasance babbar matsala ga kamfanoni, bisa ga binciken CMO da aka bincika. Kashi ɗaya bisa uku na manyan marketan kasuwar da aka bincika sun ba da rahoton kamfanonin su na iya nuna ƙididdigar tasirin abin da suke kashewa a kan tallan. Saboda haka ba abin mamaki bane, a cewar Moorman, cewa kashi 66 na CMOs sun ba da rahoton cewa suna fuskantar ƙarin matsin lamba don tabbatar da darajar talla daga shugabanninsu da allon. Daga cikin waɗannan, kashi biyu bisa uku suna ba da rahoton cewa wannan matsin lamba yana ƙaruwa.

“Jagoran cinikayya na bukatar CMOs da su bayar da kwararan hujjoji cewa saka hannun jari na dabarun biya ga kamfanonin su a cikin gajere da kuma dogon lokaci. CMOs kawai zasu sami 'wurin zama ne a tebur' idan zasu iya nuna tasirin da kasuwancin su ke kashewa, "in ji Moorman, darektan binciken na CMO.

marketing analytics, Babban tallan tallace-tallace, a halin yanzu kaso 5.5 ne na kasafin kuɗaɗen talla kuma ana sa ran ƙaruwa zuwa kashi 8.7 cikin shekaru uku masu zuwa. Amfani da wannan babban bayanan ya kasance ƙalubale, kodayake, kamar yadda aka ruwaito adadin ayyukan ta amfani da wadatar ko tallan da aka nema analytics ya ragu daga kashi 35 cikin 29 a shekarar da ta gabata zuwa kashi XNUMX a yanzu.

Wannan yayi daidai da gano cewa CMOs suna bayar da rahoton kawai "matsakaita" na talla analytics zuwa aikin kamfanin (3.5 a kan ma'auni mai maki 7 inda 1 ba "kwata-kwata" kuma 7 "sosai"). Wannan lambar ta ragu daga ma'aunin farko na shekara guda da ta wuce lokacin da take 3.9.

Yan kasuwa ma kara himmarsu wajen tara bayanai game da halayen abokan cinikin kan layi. Kimanin kashi 60 cikin ɗari aka tattara bayanan halayyar abokan cinikin kan layi don dalilai masu niyya, kuma ana sa ran kashi 88.5 cikin ɗari za su ƙara yin hakan a kan lokaci.

Duk da yawan kukan da ake yi game da sanya ido a bangarorin gwamnati da masu zaman kansu, sirrin ba ze zama damuwa ga yan kasuwa ba. Kashi hamsin na masu amsa suna da ƙananan matakan damuwa, yayin da kawai kashi 3.5 cikin ɗari suka amsa suna "damu ƙwarai" game da sirri.

'Yan kasuwa na buƙatar yin ciniki na gaskiya tare da abokan ciniki a kan batun sirri - abokan ciniki suna bukatar sanin cewa ana lura da su, sun yarda da waɗannan abubuwan, kuma sun sami ƙima daga' yan kasuwa a sake, in ji Moorman.

CMOs sun ba da rahoton mafi girman matakinsu na kyakkyawan fata ga tattalin arzikin Amurka gaba ɗaya a cikin shekaru huɗu. A sikelin 0-100, tare da 0 kasancewa mafi ƙarancin fata, maki CMO ya shigo a 65.7, wanda yake kusan kusan maki 20 ya karu a daidai wannan matakin da aka ɗauka a watan Agusta 2009, kusa da ƙarshen maƙasudin koma bayan tattalin arziki. Kusan kashi 50 cikin 2009 na manyan 'yan kasuwar sun amsa cewa sun fi "kyakkyawan fata" game da tattalin arzikin Amurka gaba ɗaya idan aka kwatanta da na ƙarshen kwata. Komawa cikin 14.9, masu fatan alheri sun shigo da kashi XNUMX kawai.

Sauran mahimman binciken sune

  • Girma a cikin kasafin kuɗaɗen talla shine ana sa ran zai kara kaso 4.3 a cikin watanni 12 masu zuwa. CMOs sun ba da rahoton cewa canje-canje a cikin kashe kuɗi zai ƙaru da kashi 9.1 cikin ɗari shekaru biyu da suka gabata, yana mai nuna cewa wannan matakin kashe kuɗi yana tafiya ta hanyar da ba ta dace ba ga tattalin arzikin ƙasa baki ɗaya.
  • Canji a cikin kuɗin tallan dijital ma yana da ya daidaita zuwa kashi 10.1 (shekaru uku da suka gabata, wannan adadi ya kai kashi 13.6).
  • Kashi 18 na masu amsa sun nuna Yammacin Turai a matsayin babbar kasuwar ci gaban kudaden shiga ta duniya, sai kuma China da Canada (kashi XNUMX cikin dari kowanne).

An kafa shi a watan Agusta 2008, Binciken CMO yana tattarawa da watsa ra'ayoyin manyan 'yan kasuwa a Amurka sau biyu a kowace shekara. Ara koyo a Binciken CMO.

5 Comments

  1. 1

    Bari mu fara kasancewa cikin masu shiga inn kokarin mu na kafofin sada zumunta. Wannan shine yadda yawancin mutane suke nemanka yanzu. Idan baku amfani da shi, asararku ga duk waɗancan mutane masu yuwuwar ganinku.

    • 2

      Ina tsammanin aiki ne na yan kasuwa don tabbatar da cewa suna da manufofin da aka ayyana da kuma hanyoyin bin diddigin nasarar amfani da kafofin sada zumunta… sannan kuma zasu iya tabbatar da darajar ƙoƙarin. Ba tare da hujja ba, yana da wahala ga kamfanoni su saka hannun jari.

  2. 5

    Kyakkyawan bayani Doug, godiya ga rabawa. Na san wannan batun ne da na zabi kwakwalwar ku a lokuta da dama… .kuma zan ci gaba da. A gare ni, akwai takamaiman mahimman bayanai guda biyu masu mahimmanci don kasancewa mai kyau CMO / marketer:

    1) Kyakkyawan alaƙar haɓaka duka akan ƙungiyoyinku na ciki, amma alaƙar waje ma. Ina tsammanin manajan zumunci shine mafi mahimmanci ga nasara.
    2) Tabbatar da abin da ke cikin kududdufin ku. Akwai wadatattun bayanai waɗanda zasu iya tabbatar da cewa wani abu yana aiki ko baya aiki tare da ƙarancin aiki. Samun ikon yin pivot lokacin da wani abu baya aiki, yana nuna kamar yadda yake (IDAN BA KARI BA) game da damar yan kasuwa don cin nasarar kasuwa idan kun tambaye ni.

    Yaya kuke ji game da maki na biyu?

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