Forsman & Bodenfors surveyed 100 marketing decision markers across Canada and the US.
When it comes to brand responses to COVID-19, 51% of senior managers expressed satisfaction with how their brands responded. However, 49% are dissatisfied with their brand’s engagement efforts or how little “they’ve shown up”, as per the report.
25% of senior managers who put out consumer-facing responses said they felt somewhat paralysed in terms of engagement and 9% did not try to engage. Further, 12% said they didn’t see a role for their brand amid COVID-19 and mostly went “dark”.
A cited research predicts 11% revenue declines for brands that completely cut advertising spend for the rest of 2020. Also, as time spent on smartphones and TV increased amid COVID-19, brands found attentive audiences for their messaging.
[2 minute read]