<!-- wp:group {"style":{"spacing":{"padding":{"top":"var:preset|spacing|medium","bottom":"var:preset|spacing|medium"}}},"layout":{"type":"constrained"}} --> <div class="wp-block-group" style="padding-top:var(--wp--preset--spacing--medium);padding-bottom:var(--wp--preset--spacing--medium)"><!-- wp:columns --> <div class="wp-block-columns"><!-- wp:column {"width":"10%"} --> <div class="wp-block-column" style="flex-basis:10%"><!-- wp:columns --> <div class="wp-block-columns"><!-- wp:column --> <div class="wp-block-column"><!-- wp:columns --> <div class="wp-block-columns"><!-- wp:column --> <div class="wp-block-column"></div> <!-- /wp:column --> <!-- wp:column --> <div class="wp-block-column"></div> <!-- /wp:column --> </div> <!-- /wp:columns --> </div> <!-- /wp:column --> </div> <!-- /wp:columns --> </div> <!-- /wp:column --> <!-- wp:column --> <div class="wp-block-column"><!-- wp:cover {"overlayColor":"third","isUserOverlayColor":true,"minHeight":50,"isDark":false,"style":{"spacing":{"padding":{"right":"var:preset|spacing|medium","left":"var:preset|spacing|medium"}}},"layout":{"type":"default"},"teardropStyle":true,"teardropCornerPosition":"top-left"} --> <div class="wp-block-cover is-light is-style-teardrop has-flat-border-top-left" style="padding-right:var(--wp--preset--spacing--medium);padding-left:var(--wp--preset--spacing--medium);min-height:50px"><span aria-hidden="true" class="wp-block-cover__background has-third-background-color has-background-dim-100 has-background-dim"></span><div class="wp-block-cover__inner-container"><!-- wp:heading {"textAlign":"left","style":{"elements":{"link":{"color":{"text":"var:preset|color|second"}}}},"textColor":"second","animationDuration":0.5,"animationEasing":"ease-in"} --> <h2 class="wp-block-heading has-text-align-left has-second-color has-text-color has-link-color" id="h-a-welcome-from" data-aos-duration="500" data-aos-easing="ease-in"><span class="accent-font"><em><strong>欢迎 </strong></em></span></h2> <!-- /wp:heading --> <!-- wp:group {"layout":{"type":"constrained"},"animationType":"fade-up","animationDuration":0.5,"animationEasing":"ease-in"} --> <div class="wp-block-group" data-aos="fade-up" data-aos-duration="500" data-aos-easing="ease-in"><!-- wp:heading {"textAlign":"left","level":3,"style":{"elements":{"link":{"color":{"text":"var:preset|color|second"}}}},"textColor":"second"} --> <h3 class="wp-block-heading has-text-align-left has-second-color has-text-color has-link-color" id="h-marta-cyhan-bowles"><span class="accent-font"><em>Marta Cyhan-Bowles</em></span></h3> <!-- /wp:heading --> </div> <!-- /wp:group --> <!-- wp:spacer {"height":"25px"} --> <div style="height:25px" aria-hidden="true" class="wp-block-spacer"></div> <!-- /wp:spacer --> <!-- wp:group {"layout":{"type":"constrained"},"animationType":"fade-in","animationDuration":0.5,"animationDelay":0.5,"animationEasing":"ease-in"} --> <div class="wp-block-group" data-aos="fade-in" data-aos-duration="500" data-aos-delay="500" data-aos-easing="ease-in"><!-- wp:paragraph {"style":{"elements":{"link":{"color":{"text":"var:preset|color|second"}}}},"textColor":"second"} --> <p class="has-second-color has-text-color has-link-color">最近，我们有幸与各行各业的首席营销官（CMO）直接对话，探讨影响他们世界的各种挑战。最让我印象深刻的是，这些挑战是如此的普遍–无论是驾驭分散的数据、在预算紧缩的情况下证明投资回报率（ROI），还是整合人工智能（AI），他们都面临着巨大的挑战。<strong> <a href="https://nielseniq.com/global/en/solutions/innovation/artificial-intelligence/">人工智能（AI）</a></strong>还是以提供真正商业价值的方式整合人工智能（AI）。 </p> <!-- /wp:paragraph --> <!-- wp:paragraph {"style":{"elements":{"link":{"color":{"text":"var:preset|color|second"}}}},"textColor":"second"} --> <p class="has-second-color has-text-color has-link-color">尽管错综复杂，但有一个主题非常突出：应变能力。首席营销官们正在利用创造力和商业头脑来解决那些没有简单答案的问题。他们在短期业绩与长期 <a href="https://nielseniq.com/global/en/solutions/brand-and-media/"><strong>品牌建设</strong></a>在数据的海洋中找到清晰的方向，并充满信心和目标地领导他们的组织克服混乱。 </p> <!-- /wp:paragraph --> <!-- wp:paragraph {"style":{"elements":{"link":{"color":{"text":"var:preset|color|second"}}}},"textColor":"second"} --> <p class="has-second-color has-text-color has-link-color">今年的《<em>首席营销官展望</em>》<em>：指南》</em>反映了这些对话以及来自全球其他高级营销领导者的调查反馈。它深入剖析了他们正在努力解决的矛盾，并提供了将这些挑战转化为机遇的可行策略。 </p> <!-- /wp:paragraph --> <!-- wp:paragraph {"style":{"elements":{"link":{"color":{"text":"var:preset|color|second"}}}},"textColor":"second"} --> <p class="has-second-color has-text-color has-link-color">在阅读过程中，我希望您能找到灵感和实用的指导，帮助您在新的一年里充满信心地进行领导。 </p> <!-- /wp:paragraph --> </div> <!-- /wp:group --> <!-- wp:spacer {"height":"50px"} --> <div style="height:50px" aria-hidden="true" class="wp-block-spacer"></div> <!-- /wp:spacer --> <!-- wp:columns --> <div class="wp-block-columns"><!-- wp:column --> <div class="wp-block-column"><!-- wp:group {"layout":{"type":"constrained"}} --> <div class="wp-block-group"><!-- wp:cover {"url":"https://nielseniq.com/wp-content/uploads/sites/4/2025/09/Marta1_Headshot_for-web.png","id":557879,"alt":"Marta Cyhan-Bowles","dimRatio":0,"customOverlayColor":"#a99d9f","isUserOverlayColor":false,"minHeight":200,"minHeightUnit":"px","isDark":false,"layout":{"type":"default"},"animationDuration":0.5,"teardropStyle":true} --> <div class="wp-block-cover is-light is-style-teardrop" style="min-height:200px" data-aos-duration="500"><span aria-hidden="true" class="wp-block-cover__background has-background-dim-0 has-background-dim" style="background-color:#a99d9f"></span><img class="wp-block-cover__image-background wp-image-557879" alt="Marta Cyhan-Bowles" src="https://nielseniq.com/wp-content/uploads/sites/4/2025/09/Marta1_Headshot_for-web.png" data-object-fit="cover" /><div class="wp-block-cover__inner-container"><!-- wp:paragraph {"align":"center","placeholder":"Write title…","fontSize":"large"} --> <p class="has-text-align-center has-large-font-size"></p> <!-- /wp:paragraph --> </div></div> <!-- /wp:cover --> <!-- wp:spacer {"height":"20px"} --> <div style="height:20px" aria-hidden="true" class="wp-block-spacer"></div> <!-- /wp:spacer --> <!-- wp:paragraph {"style":{"elements":{"link":{"color":{"text":"var:preset|color|second"}}}},"textColor":"second"} --> <p class="has-second-color has-text-color has-link-color"><strong><a href="https://www.linkedin.com/in/courtenayverret/" target="_blank" rel="noreferrer noopener"></a><a href="https://www.linkedin.com/in/martabowles/" target="_blank" rel="noreferrer noopener"><strong>玛尔塔-赛汉-鲍尔斯</strong></a></strong></p> <!-- /wp:paragraph --> <!-- wp:paragraph {"className":"","style":{"elements":{"link":{"color":{"text":"var:preset|color|second"}}}},"textColor":"second"} --> <p class="has-second-color has-text-color has-link-color">NIQ 首席传播官兼全球营销 COE 负责人</p> <!-- /wp:paragraph --> <!-- wp:niq-blocks/niq-popup {"popupContainerId":"popup-content-78fded2e-5695-472c-b252-8699190f6e10"} --> <div class="wp-block-niq-blocks-niq-popup"><div id="popup-content-78fded2e-5695-472c-b252-8699190f6e10" class="popup-content niq-popup niq-modal-lg niq-logo" data-popup-settings="niq-modal-lg niq-logo"><!-- wp:buttons --> <div class="wp-block-buttons"><!-- wp:button {"backgroundColor":"deep-blue","textColor":"second","className":"niq-popup-button is-style-underline"} --> <div class="wp-block-button niq-popup-button is-style-underline"><a class="wp-block-button__link has-second-color has-deep-blue-background-color has-text-color has-background wp-element-button" href="#">简历</a></div> <!-- /wp:button --> </div> <!-- /wp:buttons --> <!-- wp:group {"templateLock":false,"className":"niq-popup-content","layout":{"type":"constrained"}} --> <div class="wp-block-group niq-popup-content"><!-- wp:paragraph {"style":{"elements":{"link":{"color":{"text":"var:preset|color|second"}}}},"textColor":"second"} --> <p class="has-second-color has-text-color has-link-color">Marta Cyhan-Bowles 是 NIQ 的首席传播官兼全球营销 COE 负责人。作为一名久经考验的营销和传播领导者，Marta 擅长通过数据驱动的严谨性和对创新活动的个人偏好，引导团队取得长期的客户成功，从而吸引、吸引客户并最终推动可衡量的增长。作为全球营销 COE 的负责人，她领导 NIQ 全球团队在沟通和思想领导力方面的工作，为零售业和制造业的 C-suite 领导者释放转型价值。</p> <!-- /wp:paragraph --> </div> <!-- /wp:group --> </div></div> <!-- /wp:niq-blocks/niq-popup --> </div> <!-- /wp:group --> </div> <!-- /wp:column --> <!-- wp:column --> <div class="wp-block-column"></div> <!-- /wp:column --> <!-- wp:column --> <div class="wp-block-column"></div> <!-- /wp:column --> </div> <!-- /wp:columns --> </div></div> <!-- /wp:cover --> </div> <!-- /wp:column --> <!-- wp:column {"width":"10%"} --> <div class="wp-block-column" style="flex-basis:10%"><!-- wp:columns --> <div class="wp-block-columns"><!-- wp:column --> <div class="wp-block-column"><!-- wp:columns --> <div class="wp-block-columns"><!-- wp:column --> <div class="wp-block-column"></div> <!-- /wp:column --> <!-- wp:column --> <div class="wp-block-column"></div> <!-- /wp:column --> </div> <!-- /wp:columns --> </div> <!-- /wp:column --> </div> <!-- /wp:columns --> </div> <!-- /wp:column --> </div> <!-- /wp:columns --> <!-- wp:group {"layout":{"type":"constrained","contentSize":"680px","justifyContent":"center"},"animationType":"fade-up","animationDuration":0.3} --> <div class="wp-block-group" data-aos="fade-up" data-aos-duration="300"><!-- wp:cover {"overlayColor":"second","isUserOverlayColor":true,"style":{"elements":{"link":{"color":{"text":"var:preset|color|third"}}}},"textColor":"third","layout":{"type":"default"},"teardropStyle":true} --> <div class="wp-block-cover has-third-color has-text-color has-link-color is-style-teardrop"><span aria-hidden="true" class="wp-block-cover__background has-second-background-color has-background-dim-100 has-background-dim"></span><div class="wp-block-cover__inner-container"><!-- wp:group {"layout":{"type":"constrained"},"animationType":"fade-in","animationDuration":0.5,"animationDelay":0.5,"animationEasing":"ease-in"} --> <div class="wp-block-group" data-aos="fade-in" data-aos-duration="500" data-aos-delay="500" data-aos-easing="ease-in"><!-- wp:heading {"style":{"elements":{"link":{"color":{"text":"var:preset|color|third"}}}},"textColor":"third","fontSize":"niq-h2"} --> <h2 class="wp-block-heading has-third-color has-text-color has-link-color has-niq-h-2-font-size" id="h-table-of-contents"><strong>目录</strong></h2> <!-- /wp:heading --> <!-- wp:niq-blocks/nlsn-heading-separator {"headingText":"Read now","styleVariations":"light"} --> <div class="wp-block-niq-blocks-nlsn-heading-separator"><div class="heading-separator light"><div class="separator-meta-row row justify-content-between"><div class="col-sm-4 col-md-3 col-lg-2 col-12"><div class="header-col-primary"><h5 class="mr-auto d-none d-sm-block">立即阅读</h5><h5 class="mobile-meta-heading mr-auto d-block d-sm-none">立即阅读</h5></div></div><div class="col-sm-8 col-md-9 col-lg-10 d-none d-sm-block"><div class="header-col-secondary d-flex justify-content-end"></div></div></div></div></div> <!-- /wp:niq-blocks/nlsn-heading-separator --> <!-- wp:list {"ordered":true,"style":{"elements":{"link":{"color":{"text":"var:preset|color|third"}}}},"textColor":"third","fontSize":"niq-h4"} --> <ol class="wp-block-list has-third-color has-text-color has-link-color has-niq-h-4-font-size"><!-- wp:list-item {"fontSize":"niq-h5"} --> <li class="has-niq-h-5-font-size">十字路口</li> <!-- /wp:list-item --> </ol> <!-- /wp:list --> <!-- wp:niq-blocks/nlsn-heading-separator {"headingText":"Download to read","styleVariations":"light"} --> <div class="wp-block-niq-blocks-nlsn-heading-separator"><div class="heading-separator light"><div class="separator-meta-row row justify-content-between"><div class="col-sm-4 col-md-3 col-lg-2 col-12"><div class="header-col-primary"><h5 class="mr-auto d-none d-sm-block">下载阅读</h5><h5 class="mobile-meta-heading mr-auto d-block d-sm-none">下载阅读</h5></div></div><div class="col-sm-8 col-md-9 col-lg-10 d-none d-sm-block"><div class="header-col-secondary d-flex justify-content-end"></div></div></div></div></div> <!-- /wp:niq-blocks/nlsn-heading-separator --> <!-- wp:list {"ordered":true,"start":2,"style":{"elements":{"link":{"color":{"text":"var:preset|color|third"}}}},"textColor":"third","fontSize":"niq-h4"} --> <ol start="2" class="wp-block-list has-third-color has-text-color has-link-color has-niq-h-4-font-size"><!-- wp:list-item {"fontSize":"niq-h5"} --> <li class="has-niq-h-5-font-size">当品牌价值遭遇增长压力</li> <!-- /wp:list-item --> <!-- wp:list-item {"fontSize":"niq-h5"} --> <li class="has-niq-h-5-font-size">洞察力势在必行</li> <!-- /wp:list-item --> <!-- wp:list-item {"fontSize":"niq-h5"} --> <li class="has-niq-h-5-font-size">计算投资回报率</li> <!-- /wp:list-item --> <!-- wp:list-item {"fontSize":"niq-h5"} --> <li class="has-niq-h-5-font-size">从流行语到商业价值：人工智能及其营销任务</li> <!-- /wp:list-item --> <!-- wp:list-item {"fontSize":"niq-h5"} --> <li class="has-niq-h-5-font-size">规划未来 </li> <!-- /wp:list-item --> </ol> <!-- /wp:list --> </div> <!-- /wp:group --> </div></div> <!-- /wp:cover --> </div> <!-- /wp:group --> </div> <!-- /wp:group --> <!-- wp:cover {"overlayColor":"fourth","isUserOverlayColor":true,"minHeight":100,"isDark":false,"align":"full","className":"is-style-default","layout":{"type":"default"}} --> <div class="wp-block-cover alignfull is-light is-style-default" style="min-height:100px"><span aria-hidden="true" class="wp-block-cover__background has-fourth-background-color has-background-dim-100 has-background-dim"></span><div class="wp-block-cover__inner-container"><!-- wp:spacer {"height":"50px"} --> <div style="height:50px" aria-hidden="true" class="wp-block-spacer"></div> <!-- /wp:spacer --> <!-- wp:columns --> <div class="wp-block-columns"><!-- wp:column --> <div class="wp-block-column"><!-- wp:heading {"textAlign":"center","level":4,"style":{"elements":{"link":{"color":{"text":"var:preset|color|second"}}}},"textColor":"second"} --> <h4 class="wp-block-heading has-text-align-center has-second-color has-text-color has-link-color" id="h-read-the-full-report-now">立即阅读报告全文。</h4> <!-- /wp:heading --> <!-- wp:niq-blocks/niq-popup {"popupContainerId":"popup-content-0"} --> <div class="wp-block-niq-blocks-niq-popup"><div id="popup-content-0" class="popup-content niq-popup niq-modal-lg niq-logo" data-popup-settings="niq-modal-lg niq-logo"><!-- wp:buttons {"layout":{"type":"flex","justifyContent":"center"}} --> <div class="wp-block-buttons"><!-- wp:button {"textAlign":"center","backgroundColor":"first","textColor":"second","className":"niq-popup-button is-style-underline"} --> <div class="wp-block-button niq-popup-button is-style-underline"><a class="wp-block-button__link has-second-color has-first-background-color has-text-color has-background has-text-align-center wp-element-button" href="#">下载</a></div> <!-- /wp:button --> </div> <!-- /wp:buttons --> <!-- wp:group {"templateLock":false,"className":"niq-popup-content","layout":{"type":"constrained"}} --> <div class="wp-block-group niq-popup-content"><!-- wp:acf/niq-ms-forms {"name":"acf/niq-ms-forms","data":{"ms_form_select":"9d479061-df2a-f011-8c4e-000d3aaccaf0","_ms_form_select":"field_6234c95e92424","ms_custom_form_data":"0","_ms_custom_form_data":"field_6234c95e924d5","ms_gated_content":"1","_ms_gated_content":"field_627184b77f57d","utm_campaign_code":"CMP-03595-H2C3C","_utm_campaign_code":"field_628d2a334e5a1","utm_term_code":"global_above-market_fmcgtd_aw_gtl-cmooutlook26","_utm_term_code":"field_64358b1548e8e","contact_record_subtype_code":"NIQ","_contact_record_subtype_code":"field_686d42c3728f0"},"align":"","mode":"preview"} --> <!-- wp:heading {"level":4,"placeholder":"Resources","style":{"elements":{"link":{"color":{"text":"var:preset|color|second"}}}},"textColor":"second"} --> <h4 class="wp-block-heading has-second-color has-text-color has-link-color" id="h-thanks-for-your-interest">感谢您的关注。</h4> <!-- /wp:heading --> <!-- wp:list {"placeholder":"Resource #1","className":"gated-list"} --> <ul class="wp-block-list gated-list"><!-- wp:list-item {"style":{"elements":{"link":{"color":{"text":"var:preset|color|second"}}}},"textColor":"second"} --> <li class="has-second-color has-text-color has-link-color"><a href="https://nielseniq.com/wp-content/uploads/sites/4/2025/11/NIQ-CMO-Outlook-for-2026_FINAL.pdf">CMO 展望：2026 年指南 (PDF, 14.5 MB</a>)<a href="#"> </a></li> <!-- /wp:list-item --> </ul> <!-- /wp:list --> <!-- /wp:acf/niq-ms-forms --> </div> <!-- /wp:group --> </div></div> <!-- /wp:niq-blocks/niq-popup --> </div> <!-- /wp:column --> </div> <!-- /wp:columns --> </div></div> <!-- /wp:cover --> <!-- wp:group {"metadata":{"name":"Chapter One"},"style":{"spacing":{"padding":{"top":"var:preset|spacing|large","bottom":"var:preset|spacing|large"}}},"layout":{"type":"constrained"}} --> <div id="crossroads" class="wp-block-group" style="padding-top:var(--wp--preset--spacing--large);padding-bottom:var(--wp--preset--spacing--large)"><!-- wp:columns {"animationType":"fade-up","animationDuration":0.5} --> <div class="wp-block-columns" data-aos="fade-up" data-aos-duration="500"><!-- wp:column {"width":"100%"} --> <div class="wp-block-column" style="flex-basis:100%"><!-- wp:group {"layout":{"type":"constrained"}} --> <div class="wp-block-group"><!-- wp:cover {"url":"https://nielseniq.com/wp-content/uploads/sites/4/2025/11/chapter1-cover.png","id":568440,"dimRatio":0,"customOverlayColor":"#6b7e84","isUserOverlayColor":false,"style":{"spacing":{"margin":{"top":"0","bottom":"0"},"padding":{"top":"0","bottom":"0","left":"0","right":"0"}}},"layout":{"type":"default"},"teardropStyle":true} --> <div class="wp-block-cover is-style-teardrop" style="margin-top:0;margin-bottom:0;padding-top:0;padding-right:0;padding-bottom:0;padding-left:0" id="planning"><span aria-hidden="true" class="wp-block-cover__background has-background-dim-0 has-background-dim" style="background-color:#6b7e84"></span><img class="wp-block-cover__image-background wp-image-568440" alt="" src="https://nielseniq.com/wp-content/uploads/sites/4/2025/11/chapter1-cover.png" data-object-fit="cover" /><div class="wp-block-cover__inner-container"><!-- wp:spacer {"height":"550px"} --> <div style="height:550px" aria-hidden="true" class="wp-block-spacer"></div> <!-- /wp:spacer --> <!-- wp:columns {"verticalAlignment":"bottom"} --> <div class="wp-block-columns are-vertically-aligned-bottom"><!-- wp:column {"verticalAlignment":"bottom","width":"10%"} --> <div class="wp-block-column is-vertically-aligned-bottom" style="flex-basis:10%"></div> <!-- /wp:column --> <!-- wp:column {"verticalAlignment":"bottom","width":"80%"} --> <div class="wp-block-column is-vertically-aligned-bottom" style="flex-basis:80%"><!-- wp:cover {"overlayColor":"third","isUserOverlayColor":true,"minHeight":50,"minHeightUnit":"px","isDark":false,"style":{"elements":{"heading":{"color":{"text":"var:preset|color|third"}}}},"layout":{"type":"default"},"teardropStyle":true,"teardropCornerPosition":"bottom-left"} --> <div class="wp-block-cover is-light is-style-teardrop has-flat-border-bottom-left" style="min-height:50px"><span aria-hidden="true" class="wp-block-cover__background has-third-background-color has-background-dim-100 has-background-dim"></span><div class="wp-block-cover__inner-container"><!-- wp:heading {"style":{"elements":{"link":{"color":{"text":"var:preset|color|second"}}}},"textColor":"second"} --> <h2 class="wp-block-heading has-second-color has-text-color has-link-color" id="h-the-crossroads">十字路口</h2> <!-- /wp:heading --> </div></div> <!-- /wp:cover --> </div> <!-- /wp:column --> <!-- wp:column {"verticalAlignment":"bottom","width":"10%"} --> <div class="wp-block-column is-vertically-aligned-bottom" style="flex-basis:10%"></div> <!-- /wp:column --> </div> <!-- /wp:columns --> </div></div> <!-- /wp:cover --> </div> <!-- /wp:group --> </div> <!-- /wp:column --> </div> <!-- /wp:columns --> <!-- wp:group {"align":"full","layout":{"type":"constrained","wideSize":"1100px"}} --> <div class="wp-block-group alignfull"><!-- wp:group {"align":"full","style":{"spacing":{"padding":{"top":"var:preset|spacing|medium","bottom":"var:preset|spacing|medium"}}},"layout":{"type":"constrained"}} --> <div class="wp-block-group alignfull" style="padding-top:var(--wp--preset--spacing--medium);padding-bottom:var(--wp--preset--spacing--medium)"><!-- wp:group {"style":{"spacing":{"padding":{"top":"var:preset|spacing|medium","bottom":"var:preset|spacing|medium"}}},"layout":{"type":"constrained"},"animationType":"fade-up","animationDuration":0.5,"animationEasing":"ease-in"} --> <div class="wp-block-group" style="padding-top:var(--wp--preset--spacing--medium);padding-bottom:var(--wp--preset--spacing--medium)" data-aos="fade-up" data-aos-duration="500" data-aos-easing="ease-in"><!-- wp:columns {"style":{"spacing":{"padding":{"top":"var:preset|spacing|medium","bottom":"var:preset|spacing|medium"}}}} --> <div class="wp-block-columns" style="padding-top:var(--wp--preset--spacing--medium);padding-bottom:var(--wp--preset--spacing--medium)"><!-- wp:column {"width":"66.66%"} --> <div class="wp-block-column" style="flex-basis:66.66%"><!-- wp:group {"layout":{"type":"constrained"},"animationType":"fade-in","animationDuration":0.5,"animationEasing":"ease-in"} --> <div class="wp-block-group" data-aos="fade-in" data-aos-duration="500" data-aos-easing="ease-in"><!-- wp:paragraph --> <p>如果说过去的十年是以混乱为特征的话，那么 2025 年只会加深这一趋势。CMO们正面临着新一轮的不确定性，贸易政策的变化、地缘政治的动荡以及<a href="https://nielseniq.com/global/en/insights/report/2025/the-business-resiliency-playbook/">经济放缓</a>的威胁迫在眉睫，<a href="https://nielseniq.com/global/en/insights/report/2025/the-business-resiliency-playbook/">都促使</a>他们实时调整战略。 </p> <!-- /wp:paragraph --> <!-- wp:paragraph --> <p>消费者也再次适应了 “新常态”，<a href="https://nielseniq.com/global/en/insights/report/2025/consumer-outlook-guide-to-2026/">谨慎成为</a>他们的共识。购物者更加挑剔，对品牌的要求也更高，因为他们既要最大限度地利用预算，又要预测下一次干扰。这种转变给企业带来了持续的压力，要求他们在价值、信任和质量之间建立精确的平衡。<strong>营销领导者发现自己处于这个等式的中心，肩负着在期望值高、资源紧张的环境中取得成果的重任。 </strong></p> <!-- /wp:paragraph --> </div> <!-- /wp:group --> </div> <!-- /wp:column --> <!-- wp:column {"width":"33.33%"} --> <div class="wp-block-column" style="flex-basis:33.33%"><!-- wp:cover 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{"url":"https://nielseniq.com/wp-content/uploads/sites/4/2025/11/AdobeStock_599267631_sized.jpg","id":568445,"dimRatio":0,"customOverlayColor":"#8a8b84","isUserOverlayColor":false,"minHeight":450,"minHeightUnit":"px","isDark":false,"layout":{"type":"default"},"animationType":"fade-right","animationDuration":0.4,"animationEasing":"ease-in","teardropStyle":true} --> <div class="wp-block-cover is-light is-style-teardrop" style="min-height:450px" data-aos="fade-right" data-aos-duration="400" data-aos-easing="ease-in"><span aria-hidden="true" class="wp-block-cover__background has-background-dim-0 has-background-dim" style="background-color:#8a8b84"></span><img class="wp-block-cover__image-background wp-image-568445" alt="" src="https://nielseniq.com/wp-content/uploads/sites/4/2025/11/AdobeStock_599267631_sized.jpg" data-object-fit="cover" /><div class="wp-block-cover__inner-container"><!-- wp:paragraph {"align":"center","placeholder":"Write title…","fontSize":"large"} --> <p class="has-text-align-center has-large-font-size"></p> <!-- /wp:paragraph --> </div></div> <!-- /wp:cover --> </div> <!-- /wp:column --> <!-- wp:column {"verticalAlignment":"center","width":"50%"} --> <div class="wp-block-column is-vertically-aligned-center" style="flex-basis:50%"><!-- wp:quote {"animationType":"fade-in","animationDuration":0.5,"animationDelay":0.5,"animationEasing":"ease-in"} --> <blockquote class="wp-block-quote" data-aos="fade-in" data-aos-duration="500" data-aos-delay="500" data-aos-easing="ease-in"><!-- wp:heading {"level":4} --> <h4 class="wp-block-heading" id="h-gone-are-the-days-where-allocation-of-budget-is-based-on-judgment-it-s-much-more-fact-based-and-every-single-dollar-is-interrogated-much-more-than-it-ever-used-to-be"><em><span class="accent-font"><em>“根据判断分配预算的时代已经一去不复返了。现在更多的是以事实为基础，每一笔钱都要经过比以往更严格的审查。</em></span></em></h4> <!-- /wp:heading --> <!-- wp:heading {"level":5} --> <h5 class="wp-block-heading" id="h-nbsp-mark-cooper-global-svp-marketing-operations-and-portfolio-management-coty-nbsp"><em> </em>马克-库珀（Mark Cooper），科蒂（Coty）公司营销运营和投资组合管理全球高级副总裁 </h5> <!-- /wp:heading --> </blockquote> <!-- /wp:quote --> </div> <!-- /wp:column --> </div> <!-- /wp:columns --> <!-- wp:separator --> <hr class="wp-block-separator has-alpha-channel-opacity" /> <!-- /wp:separator --> <!-- wp:columns {"style":{"spacing":{"padding":{"top":"var:preset|spacing|medium","bottom":"var:preset|spacing|medium"}}}} --> <div class="wp-block-columns" style="padding-top:var(--wp--preset--spacing--medium);padding-bottom:var(--wp--preset--spacing--medium)"><!-- wp:column {"width":"66.66%"} --> <div class="wp-block-column" style="flex-basis:66.66%"><!-- wp:group {"layout":{"type":"constrained"},"animationType":"fade-right","animationDuration":0.5,"animationEasing":"ease-in"} --> <div class="wp-block-group" data-aos="fade-right" data-aos-duration="500" data-aos-easing="ease-in"><!-- wp:paragraph --> <p><strong>现在，每一笔营销费用都被置于显微镜下。</strong>随着企业寻求降低成本，营销预算<a href="https://hbr.org/2009/04/how-to-market-in-a-downturn-2" target="_blank" rel="noreferrer noopener">往往成为</a>削减的重点，首席营销官们处于关键位置，他们必须证明自己在推动知名度和增长方面的战略价值，同时提供持久的品牌忠诚度。他们必须做的不仅仅是明智地花钱，还必须<strong>证明其影响力</strong>。 </p> <!-- /wp:paragraph --> <!-- wp:paragraph --> <p>压力可想而知：<strong>74% 的首席营销官表示，他们在证明营销投资回报率方面受到了更多的监督。 </strong>但与此同时，<strong>只有 34% 的首席营销官表示，他们必须比其他业务职能部门更努力地争取预算，而且只有</strong> <strong>38% 的首席营销官认为，与竞争对手相比，他们的品牌受当今经济环境的影响更大–这表明，他们共同认识到，当前的挑战是普遍性的。</strong><em> </em> </p> <!-- /wp:paragraph --> <!-- wp:paragraph --> <p>数据爆炸使情况更加复杂：市场营销领导者的任务是将零散的数据源整合成一个单一的、可操作的视图<a href="https://nielseniq.com/global/en/insights/analysis/2024/what-is-a-retail-media-network/">，</a>以提供跨职能价值，并优化对表现最佳渠道的投资。 </p> <!-- /wp:paragraph --> </div> <!-- /wp:group --> </div> <!-- /wp:column --> <!-- wp:column {"width":"33.33%"} --> <div class="wp-block-column" style="flex-basis:33.33%"><!-- wp:cover 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class="wp-block-cover is-style-teardrop" style="min-height:450px" data-aos="fade-right" data-aos-duration="500" data-aos-delay="500" data-aos-easing="ease-in"><span aria-hidden="true" class="wp-block-cover__background has-background-dim-0 has-background-dim" style="background-color:#53524d"></span><img class="wp-block-cover__image-background wp-image-568448" alt="" src="https://nielseniq.com/wp-content/uploads/sites/4/2025/11/AdobeStock_292951404_sized.jpg" data-object-fit="cover" /><div class="wp-block-cover__inner-container"><!-- wp:paragraph {"align":"center","placeholder":"Write title…","fontSize":"large"} --> <p class="has-text-align-center has-large-font-size"></p> <!-- /wp:paragraph --> </div></div> <!-- /wp:cover --> </div> <!-- /wp:column --> <!-- wp:column {"width":"66.66%"} --> <div class="wp-block-column" style="flex-basis:66.66%"><!-- wp:group {"layout":{"type":"constrained"},"animationType":"fade-left","animationDuration":0.5,"animationEasing":"ease-in"} --> <div class="wp-block-group" data-aos="fade-left" data-aos-duration="500" data-aos-easing="ease-in"><!-- wp:heading {"level":3} --> <h3 class="wp-block-heading" id="h-are-they-rising-to-the-challenge-nbsp"><strong>他们能否应对这一挑战？</strong> </h3> <!-- /wp:heading --> <!-- wp:heading {"level":4} --> <h4 class="wp-block-heading" id="h-data-decisions-and-the-drive-for-roi-nbsp">数据、决策和投资回报率的驱动力 </h4> <!-- /wp:heading --> <!-- wp:paragraph --> <p>为了回答这个问题，NIQ 调查了来自不同地区、行业和组织规模的有影响力公司的 250 多位 CMO 和高级营销决策者，深入了解他们是如何做到的： </p> <!-- /wp:paragraph --> <!-- wp:list --> <ul class="wp-block-list"><!-- wp:list-item --> <li>适应消费者行为的转变 </li> <!-- /wp:list-item --> <!-- wp:list-item --> <li>驾驭绩效衡量和营销投资回报率（ROI）/广告支出回报率（ROAS） </li> <!-- /wp:list-item --> <!-- wp:list-item --> <li>以精简的团队管理日益复杂的渠道生态系统 </li> <!-- /wp:list-item --> <!-- wp:list-item --> <li>评估人工智能整合以提高效率 </li> <!-- /wp:list-item --> </ul> <!-- /wp:list --> </div> <!-- /wp:group --> </div> <!-- /wp:column --> </div> <!-- /wp:columns --> <!-- wp:columns {"style":{"spacing":{"padding":{"top":"var:preset|spacing|medium","bottom":"var:preset|spacing|medium"}}}} --> <div class="wp-block-columns" style="padding-top:var(--wp--preset--spacing--medium);padding-bottom:var(--wp--preset--spacing--medium)"><!-- wp:column {"width":"66.66%"} --> <div class="wp-block-column" style="flex-basis:66.66%"><!-- wp:group {"layout":{"type":"constrained"}} --> <div class="wp-block-group"><!-- wp:paragraph {"animationType":"fade-right","animationDuration":0.5,"animationEasing":"ease-in"} --> <p data-aos="fade-right" data-aos-duration="500" data-aos-easing="ease-in">通过对调查反馈和定性访谈的深入了解，我们发现<strong>营销领导者正在应对充满矛盾的局面。</strong></p> <!-- /wp:paragraph --> <!-- wp:list {"animationType":"fade-down","animationDuration":0.5,"animationEasing":"ease-in"} --> <ul class="wp-block-list" data-aos="fade-down" data-aos-duration="500" data-aos-easing="ease-in"><!-- wp:list-item --> <li><strong>首席营销官信心十足，但几乎没有犯错的余地。 </strong>尽管面临逆风，但首席营销官们表示他们对增长持乐观态度。但由于预算普遍削减，同行和高层领导要求他们把每一分钱都花在刀刃上–并证明他们做到了这一点，从而削弱了他们的信心。这促使他们大力推进数字化，<a href="https://nielseniq.com/global/en/solutions/market-measurement/omnichannel-commerce/">但全渠道</a>也是必须的。 </li> <!-- /wp:list-item --> <!-- wp:list-item --> <li><strong>CMO 不缺数据，但缺乏全面的连接。 </strong>媒体渠道的激增为与消费者互动创造了前所未有的机会，但围墙花园、隐私法规和互不关联的平台加剧了数据的分散性–这是 CMO 认为阻碍他们最大限度地发挥洞察潜力并将其转化为团队、同事和高层领导的主要障碍。 </li> <!-- /wp:list-item --> <!-- wp:list-item --> <li><strong>首席营销官们正面临着日益加剧的矛盾：是捍卫和发展品牌地位，还是寻求最有效的转换。 </strong>随着消费者对价值的要求越来越高，<a href="https://nielseniq.com/global/en/insights/report/2025/finding-harmony-on-the-shelf/">自有品牌</a>的压力越来越大，品牌捍卫其高端地位变得前所未有的重要。然而，对于 CMO 来说，将预算分配到漏斗底部的压力也越来越大，这可能会危及长期的品牌资产。 </li> <!-- /wp:list-item --> <!-- wp:list-item --> <li><strong>首席营销官必须证明自己是人工智能创新者，而这项技术已在他们的堆栈中存在多年。 </strong>长期以来，人工智能一直在悄然推动营销优化、目标定位和自动化。但现在，CMO 们面临着越来越大的压力，他们必须证明自己的使用情况和影响力。下一个前沿领域并不是采用人工智能本身，而是对人工智能进行战略投资，以增强其当前的营销技术堆栈，加快洞察力，并直接与投资回报率挂钩。 </li> <!-- /wp:list-item --> </ul> <!-- 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data-object-fit="cover" /><div class="wp-block-cover__inner-container"><!-- wp:paragraph {"align":"center","placeholder":"Write title…","fontSize":"large"} --> <p class="has-text-align-center has-large-font-size"></p> <!-- /wp:paragraph --> </div></div> <!-- /wp:cover --> </div> <!-- /wp:column --> </div> <!-- /wp:columns --> <!-- wp:group {"align":"full","style":{"spacing":{"padding":{"top":"var:preset|spacing|medium","bottom":"var:preset|spacing|medium"}}},"backgroundColor":"first","layout":{"type":"constrained","contentSize":"980px"},"animationType":"fade-up","animationDuration":0.5,"animationEasing":"ease-in"} --> <div class="wp-block-group alignfull has-first-background-color has-background" style="padding-top:var(--wp--preset--spacing--medium);padding-bottom:var(--wp--preset--spacing--medium)" data-aos="fade-up" data-aos-duration="500" data-aos-easing="ease-in"><!-- wp:heading {"fontSize":"niq-h5"} --> <h2 class="wp-block-heading has-niq-h-5-font-size" id="h-as-leaders-navigate-these-collective-challenges-niq-s-cmo-outlook-guide-to-2026-serves-as-a-strategic-compass-providing-clarity-benchmarks-and-foresight-to-guide-smarter-investment-decisions-and-unlock-growth-in-the-coming-year-and-beyond-nbsp">在领导者应对这些集体挑战时，NIQ 的<strong> <em>CMO 展望：2026 年指南</em></strong>可作为战略指南针–提供清晰度、基准和前瞻性，以指导做出更明智的投资决策，并在来年及以后实现增长。 </h2> <!-- /wp:heading --> </div> <!-- /wp:group --> </div> <!-- /wp:group --> </div> <!-- /wp:group --> </div> <!-- /wp:group --> </div> <!-- /wp:group --> <!-- wp:cover {"overlayColor":"fourth","isUserOverlayColor":true,"minHeight":100,"isDark":false,"align":"full","className":"is-style-default","layout":{"type":"default"},"animationDuration":0.5,"animationEasing":"ease-in"} --> <div class="wp-block-cover alignfull is-light is-style-default" style="min-height:100px" data-aos-duration="500" data-aos-easing="ease-in"><span aria-hidden="true" class="wp-block-cover__background has-fourth-background-color has-background-dim-100 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{"style":{"elements":{"link":{"color":{"text":"var:preset|color|second"}}}},"textColor":"second"} --> <li class="has-second-color has-text-color has-link-color"><a href="https://nielseniq.com/wp-content/uploads/sites/4/2025/11/NIQ-CMO-Outlook-for-2026_FINAL.pdf">CMO 展望：2026 年指南 (PDF, 14.5 MB</a>)<a href="#"> </a></li> <!-- /wp:list-item --> </ul> <!-- /wp:list --> <!-- /wp:acf/niq-ms-forms --> </div> <!-- /wp:group --> </div></div> <!-- /wp:niq-blocks/niq-popup --> </div> <!-- /wp:column --> </div> <!-- /wp:columns --> </div></div> <!-- /wp:cover -->