“Marketers’ overall economic optimism has rebounded beyond mid-pandemic and even pre-pandemic levels,” according to a new survey.
Roughly 95% of respondents hold the title of vice president of marketing or above. About 65% of respondents come from B2B companies, including both product and services organizations.
The survey tracks an index of sorts for optimism in marketing. According to this report:
“Optimism hit 66.3 (out of 100), up dramatically from the 50.9 value reported in June 2020 in which optimism plummeted nearly to Great Recession levels (47.7). Current optimism levels appear to continue the upward pre-pandemic trend from February 2020 at 62.7.
Optimism regarding the US economy’s next quarter (Q1 2021) compared to last quarter (Q4 2020) also showed a major increase with 55.3% of marketers stating they were “more optimistic”—a stark increase from 7.8% in June 2020.”
The full report exceeds 80 pages in length. In perusing the findings, here are several that I found most interesting.
1. High marks for effectiveness during the pandemic
Marketing is hard in good times and it’s even harder when you get hit with the unexpected. Add to that marketing leaders had little certainty as to how long this would take to play out.
Accordingly, strategies shifted, messaging changed and tactics were modified in an…