More than half of enterprise businesses have changed customer policies during the pandemic: Study

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 20, 2020, 5:54 PM UTC

Econsultancy surveyed marketers from SMEs and enterprise businesses to understand their plans for H2 and staff attitudes during the crisis.

Despite differences in the approach of dealing the pandemic, businesses of all sizes understand the value of strategic initiatives. More than half of all businesses have increased their focus on initiatives like digital transformation.

To recover from the crisis, 67% of enterprise businesses have changed customer policies, and 66% have changed vendor policies. SMEs, on the other hand, have allocated more budgets to product launches (44%) and marketing campaigns (42%) for the second half of the year.

Both SMEs and enterprise businesses agreed that they are “more efficient” working from home as opposed to the office. Enterprise businesses are also experiencing a spike in innovations, with 56% of senior decision-makers claiming the lockdown period as the “most innovative time”.

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