Merkle surveyed marketers across the US and UK on how COVID-19 has impacted their operations.
Despite the current challenges, marketers are continuing to increase their spend on marketing campaigns, with 57% of them investing more in the existing programs. 67% of the respondents also said they were implementing new marketing programs to capture first-party data.
More than 90% of marketers are also reassessing historical marketing strategies to identify and eliminate under-performing campaigns. An overwhelming majority of organisations said they would continue with their recent customer marketing innovations even after the pandemic is over.
Marketers are also “optimistically” prepared for the possible stay-at-home mandates in the future. 80% of the survey respondents asserted they are well-positioned to continue their business operations as usual even if the stay-at-home orders remained in place.
[3 minute read]