全球CMO都在关注什么？

Core Insights - The Dentsu Group's "2025 CMO Survey" reveals a key trend: marketers are focusing more on "human values" and the deep integration of technology rather than becoming overly reliant on algorithms and AI [1][2] - The report outlines ten major marketing trends post-2025, emphasizing the importance of brand growth through innovative strategies [1] Algorithm Competition - The era of algorithm-driven traffic distribution has rendered "trend-chasing" marketing ineffective, leading to a need for brands to predict user demand rather than follow platform rules [2] - 71% of CMOs believe that "algorithm competitiveness directly determines brand presence," while nearly 80% express concerns that "over-optimizing algorithms will lead to homogenized content" [2] Empathy as Core Competitiveness - As algorithms proliferate, human empathy becomes a critical competitive advantage, capturing nuanced consumer emotions and unmet needs that AI cannot replicate [3] - 86% of CMOs emphasize the importance of listening to customers' real voices in the AI era, and 87% agree that modern strategies must combine creativity, empathy, and human warmth [3] Co-Creation Models - The traditional model of "brand unilateral output" is outdated; consumers prefer brands they can co-create with [4] - 91% of CMOs believe that future brand building will rely on multi-party partnerships, while 87% recognize that interaction with consumers is a powerful means to expand brand influence [4] Influencer Marketing - Traditional advertising's effectiveness is declining, prompting CMOs to significantly increase investments in influencer marketing, recognizing its role in enhancing content visibility and conversion rates [5][6] - 90% of CMOs believe that "social media + influencer marketing interaction rates far exceed traditional advertising," with 39% planning to allocate 20%-30% of their marketing budgets to this area [5] Cultural Connection - There is a growing demand for brands to have cultural depth, especially among younger consumers who are willing to pay for brands with cultural significance [8] - 81% of CMOs acknowledge the importance of building brands through culture, but many struggle with how to establish credible cultural connections [8] Innovation as a Necessity - Innovation is no longer optional but essential for survival in a market where traditional marketing methods are losing effectiveness [9] - 40% of marketers plan to allocate 20%-30% of their marketing budgets to innovation in the 2025-2026 fiscal year [9] AI Collaboration - AI is increasingly becoming a daily assistant for CMOs, enhancing efficiency by handling standard tasks, but its role is to assist rather than replace human creativity [11][12] - Over 30% of CMOs have normalized the use of AI, which allows them to focus more on creative work [11] Brand Experience - The importance of customer experience is rising, with 86% of CMOs agreeing that modern brands are defined by experience [13][14] - Effective brand experience combines AI efficiency with human warmth, ensuring that customer interactions remain personal and engaging [14] Content Distribution - In an age of information overload, the focus has shifted from quantity to precision in content marketing, with nearly 80% of CMOs noting that content production is increasing while its impact is declining [15] - Brands need to leverage data insights to deliver highly relevant messages to target audiences at the right moments [15] Trust and Sensory Experience - Trust and sensory experiences are becoming the strongest differentiators for brands in the AI era, with 89% of CMOs recognizing their growing importance [16] - The ability to foster long-term trust and create unique sensory memories will be crucial for brands to stand out in the future [16]