Chief Marketer：COVID-19营销展望（英文版）(27页).pdf

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1、COVID-19 MARKETING OUTLOOK COVID-19 MARKETING OUTLOOK | 2 TABLE OF CONTENTS INTRODUCTION .3 EXECUTIVE SUMMARY .4-5 BUDGETS .6-10 CHANNELS .11-12 METRICS .13 CONTENT. 14 SOCIAL MEDIA .15-18 CUSTOMER EXPERIENCE . 19 TACTICS . 20 ABOUT THE RESPONDENTS . 21 METHODOLOGY .21-26 COVID-19 MARKETING OUTLOOK

2、| 3 INTRODUCTION The COVID-19 pandemic has upended the marketing industry as we know it. In the face of what feels like crisis after crisis in recent months, marketing professionals have been tasked with adjusting to a new normal characterized by all-virtual interaction, economic uncertainty and the

3、 hyper scrutiny of brand values. Navigating a public health crisis of this magnitude has left the industry searching for ways to remain relevant and continue business as usual. But, of course, its anything but that. To better quantify the impact of the pandemic on the industry, Chief Marketer set ou

4、t to answer some of the questions marketers have been asking most during this time of upheaval. As live events eliminated the prospect of interacting with consumers and cultivating business leads, where have marketers turned to engage with customers and prospects? How have marketing budgets been aff

5、ected as a result of consumer purchasing power being driven exclusively online and reduced? What types of content and messaging are marketers relying on during the pandemic? We surveyed Fortune 1000 marketers from a wide range of companies and verticals at the start of the pandemic and again in the

6、midst of the fallout. The following research attempts to answer some of those questions while uncovering some actionable insights pertaining to social media marketing, funding allocations and more. We hope that these insights provide some of the data, analysis and perspective needed to craft your fu