A new survey of nearly 300 top marketers at for-profit US companies reveals how the COVID-19 pandemic has reshaped the landscape for marketing organizations across a range of industries. Among the findings: because of the total collapse of in-person marketing engagement due to the lockdowns, consumers are now significantly more open to new digital experiences and offerings from companies, more receptive to companies’ efforts to promote social good, and more deliberate in their consideration, purchasing, feedback and loyalty behavior. These changes have led to broader shifts in marketing tactics and investments within departments as leadership scrambles to adapt to a new and uncertain future.
