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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.
Surveyed 250 U.S.-based, mid- to senior-level marketers (across a variety of industries)
Late 2019 and again in Q2 2020
To run a comparison analysis to understand if and how perceptions have shifted as a result of the COVID-19 outbreak
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:
Only 12% of our youngest respondents (aged 25-40) were concerned that AI and/or ML would limit their personal growth
75% now being “somewhat” or “very concerned”
49% of marketers felt their organizations were effective at “seizing the moment” and engaging customers at the right time
83% of marketers feel their companies are effective at this
75% of marketers agree the goal of their messaging is now more focused on empathizing with customers versus selling products or services.
We’re witnessing marketer perceptions and priorities in a state of flux.
See what we’re seeing.