70% of Marketers Seeing Performance Rebound Amid Pandemic Challenges

Although many marketers have been largely impacted by the COVID-19 pandemic, new research suggests that some are finally rebounding after the initial struggles they faced back in 2020.

Sparkpost recently published its “Email in 2022” report, and statistics indicated that most marketers (70%) are now reporting their business performance as better overall compared to last year. In addition, 63% claim that their budgets and priorities reflect pre-COVID levels. When factoring in COVID-19 related challenges, 91% of marketing leaders said that their team has been successful over the past year.

In 2021, about 71% of respondents claimed that their marketing team had expanded. Furthermore, 95% of leaders cited an increase in alignment between all marketing channels since the beginning of the COVID-19 pandemic. As a result, they may now be working more effectively together.

Finding Satisfaction in Pandemic Marketing Strategies

Although the pandemic put additional stress on many marketers, previous research indicated that most marketing leaders were satisfied with the strategies they put in place.

Allocadia conducted its “How Today’s CMO Can Leverage ROI to Prove Growth” report, and data suggested that 75% of marketing leaders believed their pandemic strategies were effective. Furthermore, 84% thought that their strategies provided important opportunities for long-term impact.

Over the past year, the same percentage agreed that marketing has grown in importance. Most marketing leaders (68%) shifted their resources to product marketing during the pandemic, while 62% shifted toward digital ads. About 53% moved toward customer marketing.