2024年全球CMO领航员报告（英）

© 2024 Merkle, Inc. All Rights Reserved. Confidential.2024 Global CMO NavigatorCX EDITIONO C T O B E R 2 0 2 42At dentsu, we are driven to innovate. Through innovation, we ensure the impact our clients need to drive growth in their business, while also generating a positive effect on the industry, society, and the world. Delivering innovation requires an understanding of consumer sentiment and of their expectations for the future. At the same time, it is critical to understand brands’ challenges and opportunities to develop a unique point of view on how they can stand out and better prepare for what’s next. This is why we launched the dentsu CMO Navigator as a companion piece to our Consumer Navigator research platform two years ago. Initially focused on the North American market, this report marks the expansion of the survey, which was administered by B2B International in August 2024 to a global scope, covering 13 countries and reaching as many as 1,900+ marketing leaders. This report is published by Merkle - dentsu’s global experience and transformation consultancy integrating data, design, technology, and strategy to power experience-led business transformation. It features a section that dives deep on CMOs’ mindsets and plans when it comes to CX and digital transformation.About the Global CMO NavigatorIt is a companion piece to the Dentsu Creative 2024 CMO Survey and an upcoming CMO Navigator installment focused on media transformation.Beyond offering an insight into CMOs’ mindsets, this report also helps clients develop an understanding of the business climate that stakeholders in different sectors and different parts of the world are navigating. To better fulfill both objectives, we decided to present Japan CMOs as a standalone audience in our regional deep dives, as our analysis showed that their sentiment and point of view is often at odds with their APAC colleagues. This report also leverages findings from our Consumer Navigator research platform and our recent study, Consumer Vision 2035: The Era of the Insight-to-Foresight Pivot, to compare CMOs’ expectations for the future with those of the customers they serve. Overall, you’ll see in the report that most CMOs, and especially the ‘Perceptive CMOs’ that are even more aligned to consumers’ vision of the future, are looking to invest in innovation initiatives as they look to differentiate from the competition and better prepare for a future in which brand-customer relationship will be profoundly transformed. With that in mind, let’s dive into an Executive Summary of our findings!3An Optimistic Outlook Informed by Strong Business PerformanceDespite cautiously pessimistic reports from global financial institution leaders on the direction of the economy, CMOs’ outlooks are by and large optimistic.Enterprise companies are better positioned to reap the benefits of a healthy economic environment.As a vast majority of businesses report positive business performance, differentiation is sought i