How the Pandemic Has Changed Marketing

According to recent research from Salesforce, most marketers say the COVID-19 pandemic has led to a wide range of changes in their organizational priorities and the channels they use, as well as the metrics they rely on to measure success. More than eight in ten surveyed have had to adjust their digital engagement, workplace, organizational, workflow, management, and content strategies.

Marketers feel more connected to their managers, customers, colleagues, and partner organizations than they did a year ago, however only 44% feel more connected to other departments. In terms of returning to the office post-pandemic, 57% of marketers in the US and Canada are expecting to return fully to working in the office, compared to fewer than half in other regions.

The report was based on data from an 8,227-person survey conducted in May and June 2021 around the world, among B2B, B2C, and B2B-B2C hybrid firms.