Methodology
To ensure a cross-cutting and globally relevant understanding of marketing and customer experience, Deloitte conducted two global surveys and 18 in-depth interviews with global executives.
The ” Global Marketing Trends Executive Survey »Surveyed 1,099 senior executives from global companies located in the United States (62%), the United Kingdom (11%), France (9%), Japan (9%) and the Netherlands (9%). %) in April 2021. This survey asked CEOs, marketing, information, finance, operations, legal and human resources what they thought of a variety of topics determining the evolution of the marketing function. As this report focuses on marketing and customer experience leaders, 50% of the respondents were Marketing Directors or people with similar titles (such as Director of Experience and Director of Growth), with a almost even distribution among the other roles of the C-suite.
All companies (except the public sector) had annual sales of at least $ 500 million, with 73% having more than $ 1 billion.
Investigation “Global Marketing Trends Consumer Survey »Surveyed 11,500 global consumers, aged 18 and over, in May 2021 in 19 countries: United States, Canada, Mexico, Brazil, Chile, South Africa, Sweden, United Kingdom, Italy, Ireland, France, Spain, Turkey, Switzerland, Denmark, Portugal, Japan, India and China.
Separately,interviews with executiveswere carried out throughout 2021 and involved 18 executives who hold or have held positions as head of marketing, customer experience or executive. Their insights were instrumental in uncovering the trends included in this report.
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