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Most marketers are spending same or more on marketing and technology during COVID-19

Most marketers are spending same or more on marketing and technology during COVID-19
11 May 2020 (Edited 11 May 2020)

Only 25% of senior marketers said they are spending less during the pandemic

The new ClickZ and Search Engine Watch Benchmark Survey 2020 released over the weekend brings together responses from an across-industries sample of board members, C-level and Director+ level executives who tended to say they consider their current marketing to be average in terms of achieving marketing goals.

46% of these senior marketers surveyed said their budgets are staying the same during the COVID-19 pandemic, while 28% said their budgets are increasing and 25% said they're decreasing.

45% said their spend on marketing technology is staying the same, while 33% said it will increase and 22% said they will spend less.

On average, these marketers said that 40% of their budget is spent on marketing technology.

Technologies marketers said they most want to evaluate or buy now are:

  1. Search and social advertising, cited by 66% of marketers
  2. Mobile marketing and Video advertising (TIE) (53% each)
  3. Display and programmatic advertising (44%)
  4. Native or content advertising (34%)

Technologies in which marketers said they most want to invest were:

  1. Mobile and web analytics (58%)
  2. Marketing analytics, performance and attribution (53%)
  3. Audience/marketing data and data enhancement (45%)
  4. Business/customer intelligence and data science (34%)

Top areas of investment in content marketing and user experience cited by marketers were:

  1. Web experience building and management (50%)
  2. SEO or E-mail marketing (TIE) (47% each)
  3. Video marketing or Optimization/personalization/testing (TIE) (40% each)
  4. Mobile apps or Marketing automation (TIE) (32% each)

For brand relations and customer sentiment, marketers most favored investing in:

  1. Social media marketing and monitoring (62%)
  2. Customer experience (46%)
  3. CRM or Events, meetings and webinars (TIE) (41% each)
  4. Advocacy, loyalty and referrals or Influencers (TIE) (39% each)
  5. Community and reviews (33%)
  6. Conversational marketing/chat (31%)
  7. Call analytics and management (28%)


Notice the recurring themes of Search, Social, Mobile and Video. And also the fact that only 25% of these very senior people said they are spending less on marketing during the COVID-19 pandemic.

These are people whose continued employment is conditional on their doing marketing that produces sales and profits for their companies. I believe that makes them pretty good role models for all business owners and marketers. If 3 out of 4 are keeping their marketing spend at pre-COVID-19 levels, or increasing it, chances are you'll benefit by doing the same.

And if you have questions or comments, you can easily send them to me with the Quick Reply form, below, or send me an e-mail.

David Boggs MS    - David
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