The report was based on data from a survey conducted between April 28 and May 6, 2020, among 452 marketers in the United States.
Some 56% of respondents say they've adjusted their strategy to create more social media content because of COVID-19, and 53% say they've adjusted their strategy to create more thought leadership content.
Some 47% of marketers say their content and/or creative has become more emotional because of COVID-19, and 31% say it has become more rational.
The top channels/approaches marketers have shifted investment to because of COVID-19 are webinars (67% of respondents say so), organic social (56%), and online video (44%).
The top channels/approaches marketers have shifted investment away from because of COVID-19 are events (80% of respondents say so) and out-of-home (39%).
Some 43% of marketers say they have shifted their targeting strategy to reach audiences whose needs have changed because of COVID-19.
About the research: The report was based on data from a survey conducted between April 28 and May 6, 2020, among 452 marketers in the United States.
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