As 2020 continues to surprise the world, more surprises are something business heads aren’t looking forward to. In order to help you stay a step ahead, we bring to you a quick wrap up of key movements and trends from across the marketing industry.
A recent survey by Sixieme Son and DiSanti Hicks found that 68% of marketers have pulled advertising campaigns due to COVID-19. The study also found that brand marketers are prepared to pivot strategy according to the changing environment.
There’s no doubt that brands will be judged for a long period on the basis of their sensitivity and approach towards the COVID-19 situation in their marketing. The survey further found that these were the top reasons:
Even though people are staying indoors and spending more than usual screen time on social media, this is one segment that has taken the largest withdrawal.
84% of marketers surveyed by Sixieme Son and DiSanti Hicks said they were optimistic about their business improving in the future. Around 75% of marketers predicted that the upward surge for business will likely begin within three months to one year.
Of the number of Board members, C-level, and Director+ level executives that participated in our benchmark 2020 survey, “Content & Experience”, “Data”, and “Advertising” are the top three technologies they are keen on while Management oriented technology remains at the bottom of their preference list.
TapClicks’ market data found that out of the total $100+ million spent on digital media the largest chunk of ad spend comes from Gyms and Fitness Centers, Colleges and Universities, followed by Hospitals, Clinics, and Medical Centres.
The healthcare sector is the third most searched topic on Google (Internet Live Stats) making digital marketing crucial for this industry. Here are some key pointers:
Automotive is usually the highest contributor to the retail sector and usually occupies the highest slab for digital advertising. In fact, it stood 3rd in TapClicks’ 2019 list. Being the first few industries to be hardest hit, automotive businesses have quickly pivoted providing programs like zero percent financing and house calls for customers who are self-quarantining.
F&B franchises will heavily rely on agencies to create deeply local marketing strategies and have customized strategies for local markets. Some key pointers:
With marketing budgets taking a hit and fewer resources being available PPC and SEM will add value in the following ways:
In short, these will create greater value at tighter costs. TapClicks’ survey also found that top-performing SEM/PPC campaigns used combinations of 50 to 70 different ads.
Here’s what our readers have been engaging with the most this week. No surprise that COVID-19 content occupies a majority of this list but there’s also some gripping content with regards to CMOs confessions and marketing, while ‘alternatives to a no-cookie world’ continues to win some “brownie points”.
Join Sarika Sangwan, Pinterest’s Global Head of Financial Services Marketing & Strategy, for a 30-minute session on how brands can leverage insights and inspiration to connect with consumers in a post-COVID world.
During her talk Sarika will touch on:
Secure your seat for some pearls of wisdom on the importance of brand insights, inspiration and trust in a COVID world.
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