In the second half of 2019, RRD commissioned a research project that measured perceptions and priorities of mid- to senior-level marketers across a variety of industries. We had plans to share the research back in March (2020), but quickly realized the onset of COVID-19 made the results no longer relevant.

In May, we decided to re-run the survey to understand subsequent changes in marketers’ thinking. Admittedly, we didn’t know what to expect.

Report vitals

What we did

Surveyed 250 U.S.-based, mid- to senior-level marketers (across a variety of industries)

When we did it

Late 2019 and again in Q2 2020

Why we did it

To run a comparison analysis to understand if and how perceptions have shifted as a result of the COVID-19 outbreak

Cover of the Pivot Report

Start reading The Pivot Report.

What did we learn?

Survey results indicate that the global pandemic has significantly altered marketer attitudes toward artificial intelligence and machine learning, the importance of data management, and how companies emotionally connect with consumers.

Here are a few findings from the report:


  • AI has millennials concerned

    2019

    Only 12% of our youngest respondents (aged 25-40) were concerned that AI and/or ML would limit their personal growth

    Q2 2020

    75% now being “somewhat” or “very concerned”



  • Top priorities for marketers

    Top three investment priorities for marketers remain unchanged from 2019 to 2020:

    Data management
    Analytics
    Research

  • Who’s seizing the moment?

    2019

    49% of marketers felt their organizations were effective at “seizing the moment” and engaging customers at the right time

    Q2 2020

    83% of marketers feel their companies are effective at this


  • Messaging has shifted

    75% of marketers agree the goal of their messaging is now more focused on empathizing with customers versus selling products or services.

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Marketers have pivoted

We’re witnessing marketer perceptions and priorities in a state of flux.

See what we’re seeing.

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