Report: 55% of Marketers Now Focused On Campaign Effectiveness Due to COVID-19

Many marketers have been forced to make shifts in their strategies as a result of COVID-19, and new research suggests that they are becoming more willing to try new things in an effort to boost campaign effectiveness.

Kantar Media recently published its “Media Reactions 2020” report, and statistics showed that most marketers (55%) are going to place a greater focus on campaign effectiveness in the future as a result of the COVID-19 pandemic. In addition, 53% stated that they are going to be more innovative and open to trying something new.

As a direct result of the pandemic, marketers are now investing 32% more in online video ads, and 29% more in ads in social media stories. In 2021, they anticipate putting 65% more toward online video ads, and 54% more toward ads in social media stories.

Content Marketing and the COVID-19 Outbreak

Several marketers have made changes to their top priorities since the pandemic began. However, previous research suggests that they have remained dedicated to content marketing along the way.

Chief Marketer conducted its “COVID-19 Marketing Outlook Report,” and data suggested that according to most marketers (48%), content marketing was going to consume more of the marketing budget this year than last before the pandemic started. Following the COVID-19 outbreak, the majority of marketers (39%) still said the same in regards to content marketing, suggesting that it remains a key area of investment.

In terms of ROI, most marketers (41%) said that content marketing was at the top of the list before the pandemic began. After it started, the majority of respondents (47%) still said that content marketing was leading the way in terms of ROI.

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