The report was based on data from a survey conducted between April 10 and April 24, 2020, among 301 marketing professionals who work in a wide variety of industries.
Some 45% of marketers say COVID-19 has a moderate impact on their brand and content strategies, 31% say the pandemic has had a strong impact, 18% say it has had an extreme impact, and 6% say it has had no impact.
Most (53%) marketers say their highest branding-related priority right now is developing messaging, content, and campaigns for a marketing pivot and current COVID-response campaigns.
Some 26% of marketers say they have somewhat increased the number of campaigns they are running because of COVID-19; 25% say they have decreased the number of campaigns significantly; 24% say they have neither increased nor decreased the number of campaigns; 17% say they have somewhat decreased the number of campaigns; and 10% say they have increased the number of campaigns significantly.
Some 57% of marketers say COVID-19 will have a lasting impact on their branding efforts but that impact will not be transformative; 17% say the impact is only short term; 13% say COVID-19 has permanently changed branding; and 13% are unsure.
About the research: The report was based on data from a survey conducted between April 10 and April 24, 2020, among 301 marketing professionals who work in a wide variety of industries.
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