The Covid-19 pandemic pushed companies to quickly adapt and respond to new customer requirements. One of the ways this dynamic was most apparent was in the marketing channels companies adopted to engage with and sell to customers.
How the Pandemic Changed Marketing Channels
A new survey of more than 300 marketing leaders identified five key trends.
August 01, 2023
Summary.
The pandemic undoubtedly changed how marketers approach channel strategy, and there is no single route to success. With more channels than ever, marketers need to map which channels add clear value and forget the rest. It can be tempting to enter a channel because your competitors are there. But with limited customer time and attention, marketers must strategically determine in which channels they can have the greatest impact. The authors look at five post-pandemic channel strategies gleaned from The CMO Survey and offer analysis on how marketers can operationalize these trends.
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New!
HBR Learning
Marketing Essentials Course
Accelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Marketing Essentials. Earn badges to share on LinkedIn and your resume. Access more than 40 courses trusted by Fortune 500 companies.
Learn how to communicate with your customers—strategically.