According to a survey of more than 3,500 customers by Salesforce, social media is the most popular way to promote a brand. Previously, Salesforce released a report on current marketing trends based on data from 7,000 companies. The report shows that even before the coronavirus outbreak, customer expectations and requirements began to change. Therefore, the company has to consider changes in marketing strategies.
Here are three key theses from the State of Marketing 2020 report:
Twice a month, Salesforce Research conducts a survey that shows the change in customer sentiment during the coronavirus pandemic. The key conclusions that can be drawn from the survey results are the following:
65% of users are interested in social media. It is the most effective marketing tool in modern times. Although 21% of users showed an active interest in TV and video content, which puts the channel in second place, 60% of respondents are generally interested in digital guides, compared to 58% for TV . Users turn to guides out of need, and the fact that TV and video are classified as entertainment plays an important role here.
54% of users learn about new brands and new products through social media; 53% of users-through email and TV. This data varies by region. For example, television is still the most popular advertising channel in Australia and the United Kingdom.
Most users (74%) believe that the company should change their methods and quotations based on the new conditions. The pandemic has changed priorities, and product parameters such as safety and usability are now more important to users. In addition, given that millions of employees were fired during the lockdown, keeping their jobs had a great impact on the company's image.
Today, users are more united than ever. Most consumers are willing to forego discounts and special offers if this allows their compatriots to keep their jobs. People support a socially conscious brand and are looking for ways to cut costs instead of laying off employees. After all, there are many more ways to optimize business processes, including the use of Salesforce tools.