Why High-Performing Marketers Experimented With New Strategies During The Pandemic

AI (Artificial Intelligence) concept. Communication network.
SHARE
THIS



As the COVID-19 pandemic spread at a rapid pace in March 2020, businesses around the world made the move to remote work and virtual collaboration seemingly overnight.

But this pace of change did not stop there. With the world adjusting to a ‘new normal’, marketers were made to test out new techniques and ideas as a result of the pandemic, with the top-performing marketers leading this move.

That’s according to new research from Salesforce’s Datorama. The company’s second-ever Marketing Intelligence Report surveyed 1,050 decision-making marketers from the U.S., Australia, U.K., France, Germany, Japan, and Singapore about how the COVID-19 pandemic has changed marketing and the role of marketing in businesswide growth.

The study shows that 42 per cent of high performers spent time testing out new strategies/tactics during the pandemic, while 17 per cent of low performers did the same. This pressure to experiment with new strategies was sometimes a result of lower budgets, with nearly one in three reporting a decrease in their marketing and advertising budgets.

Data: a double-edged sword 

With marketers using an average of 21 marketing and advertising platforms, data integration and management is now hugely important.

Just one-third of marketers surveyed said they had full confidence in the accuracy of their data, with data veracity (data that is consistent or complete) and the ability to connect and unify data from multiple sources revealed to be the top concerns.

To address these data management issues, marketers are turning to automated technologies as a way to ensure consistency. More than 50 per cent of marketers said they use an automated technology to integrate data from different platforms.

However, one-third of marketers still integrate and harmonise this data manually. And while this might save on the cost of an automated solution, manual data management has proven costly in terms of time, with 43 per cent of marketers spending a week or more every month collecting, cleansing and harmonising datasets.

A future of data-driven transformations

With marketers now privy to the importance of data in driving outcomes, the report highlights the steps being taken to make improvements.

Top priorities include optimizing marketing spend, creating a strategic view of overall marketing performance, and improving their ability to understand and engage customers.

To achieve these goals, marketers are focusing more closely on data accessibility, optimising marketing budget and securing accurate, validated data.

There is also a push to create a ‘data-driven culture’ within businesses to support these transformation projects in the near future, according to Salesforce.

This starts with gaining support from the executive leadership, with 60 per cent of respondents revealing they have had success here.

Additionally, 58 per cent said that tracking ROI across each marketing investment was helping create a more data-driven culture.

To find out more about how marketers are driving a data-driven culture and the way in which the COVID-19 pandemic has impacted marketing operations, download Salesforce’s Marketing Intelligence Report here.

 

 

 

Please login with linkedin to comment

    Latest comments
  • Genevieve Holder 1 week ago

    Clean, accurate and robust data…the holy grail.

covid Salesforce

Latest News

Today’s The Day! Announcing The Winners From The 2021 Snapchat Young Lions Competition
  • Marketing

Today’s The Day! Announcing The Winners From The 2021 Snapchat Young Lions Competition

Here we have it: all the winners for this year’s 2021 Snapchat Young Lions Competition. The Misfits Media Company, proud official representatives of the Cannes Lions Festival in Australia, is delighted to share the winners for this prestigious award. After presenting their second-round pitches, all the shortlisted candidates were evaluated by 50 esteemed industry judges. […]

by B&T Magazine

B&T Magazine
IAB’s MeasureUp To Return In 2021
  • Media

IAB’s MeasureUp To Return In 2021

IAB Australia has announced that the MeasureUp conference will return for its fifth year on 27th October and is seeking submissions for smart and engaging speakers, sessions or workshops from Australia’s media and marketing industry. As investment in digital advertising continues to outpace the rest of the media sector representing two-thirds of the paid advertising market, […]

Seattle, USA - Aug 19, 2019: The new Google building in the south lake union area at twilight.
  • Technology

Google Maps Out Return To Office

It appears free breakfast, lunch & dinner, slippery dips, bean bags & escape pods not enough to lure Google staff back.

by B&T Magazine

B&T Magazine
gamer work space concept, top view a gaming gear, mouse, keyboard, joystick, headset, mobile joystick, in ear headphone and mouse pad on black table background.
  • Technology

Admix In-Play Advertising To Be Verified For The First Time By IAS

In-Play advertising platform Admix has announced a new partnership with Integral Ad Science (IAS). This integration with IAS makes Admix the only In-Play advertising company to offer ad inventory that is measured and verified by a trusted, independent partner. This ground-breaking news means that the quality of Admix’ In-Play advertising is independently assessed and verified […]

ADMA Launches Cookie Masterclass
  • Media

ADMA Launches Cookie Masterclass

ADMA has launched a cookie masterclass that B&T understands isn't modelled on Sydney Fish Markets Cooking School.

Fashion Photographer Scott Ehler Collaborates With The Children’s Tumour Foundation Australia In New Campaign
  • Campaigns

Fashion Photographer Scott Ehler Collaborates With The Children’s Tumour Foundation Australia In New Campaign

The Children’s Tumour Foundation (CTF) has teamed up with international fashion photographer and industry veteran Scott Ehler, to develop a striking campaign that aims to shine a light on a lifelong, genetic condition called Neurofibromatosis (NF). Progressive and unpredictable, NF causes tumours to form on nerves in the body, including the brain and spine. In […]

Sitecore Acquires Moosend
  • Technology

Sitecore Acquires Moosend

Sitecore has acquired Moosend. B&T unsure who ended up with the front part.