Brand and content marketing strategies of most marketers impacted by COVID-19

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 14, 2020, 2:23 AM UTC

Bynder surveyed 301 marketing professionals across industries between April 10 and 24, 2020.

The study states COVID-19 has had a “strong impact” on 31% of marketers’ brand and content strategies, while 45% reported “moderate impact”. 18% experienced “extreme impact” on their brand and content strategy and 6% reported no impact at all.

Crafting branding-related messaging, content and campaigns for a marketing pivot is a priority for 53% respondents. 26% are prioritising shifting resources to infrastructure readiness and improving operational efficiencies. Other priorities included creating sensitive messaging and content. 26% of marketers increased campaign volumes “somewhat” and 25% of them decreased it “significantly”.

When asked about the long-term impact, 57% of marketers believe COVID-19 would leave a lasting (but non-transformative) impact on branding efforts. Only 17% believe the impact would be short-term. 13% think the impact has permanently changed branding.

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