As a result of the COVID-19 pandemic, many marketers were forced to shift their strategies and alter their primary objectives. Now, new research suggests that they were able to overcome many of the obstacles associated with the pandemic.
Allocadia recently conducted its “How Today’s CMO Can Leverage ROI to Prove Growth” report, and data suggested that 75% of marketing leaders believe their pandemic strategies were effective. Additionally, 84% agreed that their strategies were important opportunities for long-term impact, and the same percentage said that marketing has grown in importance over the past year.
During the pandemic, the majority of marking leaders (68%) shifted their resources to product marketing. Sixty-two percent said they moved toward digital ads, while 53% cited customer marketing.
Finding Marketing Success During the Pandemic
Although many marketers can say that they have managed to surpass expectations amidst the pandemic, previous research indicates that COVID-19 still had an impact on planning and budgeting.
The Trade Desk published its “Measuring Success in Digital Advertising” report, and statistics showed that the majority of marketers (80%) agree that their planning or budgeting process was significantly impacted by the COVID-19 pandemic.
Nearly 50% claim that the marketing key performance indicators that they had been using for years were ultimately challenged. Forty-three percent said that they have had to justify investments that were not questioned in the past. Over the past six months, the pandemic has ultimately created more pressure for most of the marketers (48%) who were surveyed.