65% of marketing decision-makers have changed their priorities due to COVID-19 crisis: YouGov data

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 08, 2020, 4:03 PM UTC

Companies are cutting costs on direct marketing, events and sales promotions.

50% of the marketing decision-makers said they have cut down their marketing spend due to coronavirus crisis. While 65% of decision-makers said they have changed their priorities due to COVID-19 outbreak, 37% said they had redirected resources to the other parts of their businesses.

Given the government’s ban on large gatherings, 50% of businesses have cut down their spending on live events. While 52% of marketers have limited their direct marketing budget, 42% have cut down expenditure on sales promotions.

Some marketing decision-marketers also reported the crisis had affected the performances of their marketing campaigns. 29% of marketers said their campaigns are not performing well during the pandemic, while 17% of the marketers reported an improvement in their campaign performances.

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