Survey: Data Reveals Key Challenges and Impact of COVID-19 on Marketers

NewsCred study shows how marketing leaders are pivoting marketing strategies, reallocating investments, and managing remote work realities amidst coronavirus pandemic

NewsCred, the world’s leading enterprise Content Marketing Platform provider and Marketing Work Management software, today announced the results of a global survey evaluating the impact of COVID-19 on today’s leading marketing organizations. The survey, commissioned by NewsCred and conducted by Sirkin Research, aims at quantifying the challenges marketers are facing as it relates to the taxing coronavirus pandemic.

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According to the survey, marketers at all levels — and across most industries — are facing major, unprecedented changes to their day-to-day work environment. Most notably, this includes navigating shifts in global marketing and content strategies, reassessing budget allocations (and channel investments), as well as managing new remote work dynamics.

Specific findings and highlights from the research include:

  • Shifting priorities has led to a surge of investment in new channels, with 78% expecting an increase in virtual events, and another 72% citing an increase in web content
  • The pandemic has created new resource challenges for content teams, with 42% indicating their organization lacks the bandwidth to create new content as a result of new priorities/requests
  • Working remotely has created additional “work about work,” with 33% indicating an uptick in required meetings and another 28% noting more status updates as additional challenges

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“As we (as humans and one community) grapple with the realities of a new normal, we also know that work, life, and business cannot be put on pause,” said Shafqat Islam, Co-founder & CEO of NewsCred. “Even prior to COVID-19, we recognized that marketers were operating in a rapidly evolving and difficult landscape, and this latest circumstance only further exacerbates that. Our hope is that by quantifying, surfacing, and discussing these specific marketing challenges, we can better help teams overcome these widespread obstacles and be more effective marketing leaders.”

The study surveyed global marketing leaders and practitioners at over 100 enterprise-level organizations, primarily across Technology, Financial Services, eCommerce, Healthcare and Pharmaceutical industries.

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