新冠疫情市场展望.docx

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1、TABLEOFCONTENTSINTRODUCTION............................................................................3EXECUTIVESUMMARY.........................................................4-5BUDGETS..................................................................................6-10CHANNELS.................

2、..............................................................11-12METRICS.........................................................................................13CONTENT.......................................................................................14SOCIALMEDIA..........................

3、............................................15-18CUSTOMEREXPERIENCE.......................................................19TACTICS.........................................................................................20ABOUTTHERESPONDENTS.................................................21METHOD

4、OLOGY...................................................................21-26COVID-19MARKETINGOUTLOOK

5、2INTRODUCTIONTheCOVID-19pandemichasupendedthemarketingindustryasweknowit.Inthefaceofwhatfeelslikecrisisaftercrisisinrecentmonths,marketingprofessionalshavebeentaskedwithadjustingtoanewnormalcharac

6、terizedbyall-virtualinteraction,economicuncertaintyandthehyperscrutinyofbrandvalues.Navigatingapublichealthcrisisofthismagnitudehaslefttheindustrysearchingforwaystoremainrelevantandcontinuebusinessasusual.But,ofcourse,it’sanythingbutthat.Tobetterquantifytheimpactofthepandemicontheindustry,ChiefMar

7、ketersetouttoanswersomeofthequestionsmarketershavebeenaskingmostduringthistimeofupheaval.Asliveeventseliminatedtheprospectofinteractingwithconsumersandcultivatingbusinessleads,wherehavemarketersturnedtoengagewithcustomersandprospects?Howhavemarketingbudgetsbeenaffectedasaresultofconsumerpurchasing

8、powerbeingdrivenexclusivelyonlineandreduced?Whattypesofcontentandmessagingaremarketersrelyingonduringthepandemic?WesurveyedFortune1000marketersfromawiderangeofcompaniesandverticalsatthestartofthepandemicandagaini