51% of senior managers are satisfied with their brand’s responses to the COVID-19 pandemic

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 17, 2020, 1:05 AM UTC

Forsman & Bodenfors surveyed 100 marketing decision markers across Canada and the US.

When it comes to brand responses to COVID-19, 51% of senior managers expressed satisfaction with how their brands responded. However, 49% are dissatisfied with their brand’s engagement efforts or how little “they’ve shown up”, as per the report.

25% of senior managers who put out consumer-facing responses said they felt somewhat paralysed in terms of engagement and 9% did not try to engage. Further, 12% said they didn’t see a role for their brand amid COVID-19 and mostly went “dark”.

A cited research predicts 11% revenue declines for brands that completely cut advertising spend for the rest of 2020. Also, as time spent on smartphones and TV increased amid COVID-19, brands found attentive audiences for their messaging.

Read the original article

[2 minute read]