The old adage states: “When times are good you should advertise. When times are bad
you must advertise.”. And with the global COVID-19 (post?) crisis in mind, brand awareness and relevance are more important than ever.
Gartner research has suggested before that in times of trouble the successful brands are those who act according to their brand strategy. In line with the research we help advertisers effectively nurse their brand by building one unique (and privacy safe) audience that can be pushed to every digital channel.
This years' Annual CMO Spend Survey Research by Gartner is based on Gartner’s 2020 CMO Spend Survey of 432 marketing executives in North America, the U.K, France and Germany. The research indicates that CMOs are confident that the negative impacts of COVID-19 will be short-lived:
"Budgets will take a cut in 2020, but CMOs remain upbeat, expecting them to bounce back in 2021. Indeed, when asked about the impact of the overall business and economic climate over the next 18 to 24 months, CMOs’ positivity is again remarkable, with 73% expecting the impact to be positive."
Pragmatic positivity
Expecting a return to business-as-usual performance in the next 18-24 months is risky in many countries, where an increase in numbers of infected is still seen.
The positivism should therefore be pragmatic, and Gartner recommends building "cross-functional scenario plans to create a collective view on the opportunities and risks in uncertain markets.".
Efficient targeting across channels
Balancing the quest for a positive outcome with pragmatic ad spending is a proven way to control one's budgets. So instead of waiting for ad budgets to return to "normal", we offer an efficient way to maximize the quality of ad reach.
Try our ID-free targeting platform - account at signup.idfree.com - and get access to privacy safe consumer insights, analytics, research methods as well as targeted marketing that can match both budget-2020 and budget-2021.