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How the Pandemic Changed Marketing Channels

• Christine Moorman,
• Michelle Seals

A new survey of more than 300 marketing leaders identified five key trends.

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.

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.

• Christine Moorman is the T. Austin Finch, Sr. Professor of Business Administration, Fuqua School of Business, Duke University. She is founder and director of The CMO Survey .
• Jana Soli is an MBA candidate at Duke University’s Fuqua School of Business (Class of 2023). She is a Research Fellow for The CMO Survey .
• Michelle Seals is an MBA candidate at Duke University’s Fuqua School of Business (Class of 2024). She is a Research Fellow for The CMO Survey .

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• 29 Feb 2024

Beyond Goals: David Beckham's Playbook for Mobilizing Star Talent

Reach soccer's pinnacle. Become a global brand. Buy a team. Sign Lionel Messi. David Beckham makes success look as easy as his epic free kicks. But leveraging world-class talent takes discipline and deft decision-making, as case studies by Anita Elberse reveal. What could other businesses learn from his ascent?

• 17 Jan 2024

Psychological Pricing Tactics to Fight the Inflation Blues

Inflation has slowed from the epic rates of 2021 and 2022, but many consumers still feel pinched. What will it take to encourage them to spend? Thoughtful pricing strategies that empower customers as they make purchasing decisions, says research by Elie Ofek.

• 05 Dec 2023
• Cold Call Podcast

What Founders Get Wrong about Sales and Marketing

Which sales candidate is a startup’s ideal first hire? What marketing channels are best to invest in? How aggressively should an executive team align sales with customer success? Senior Lecturer Mark Roberge discusses how early-stage founders, sales leaders, and marketing executives can address these challenges as they grow their ventures in the case, “Entrepreneurial Sales and Marketing Vignettes.”

Tommy Hilfiger’s Adaptive Clothing Line: Making Fashion Inclusive

In 2017, Tommy Hilfiger launched its adaptive fashion line to provide fashion apparel that aims to make dressing easier. By 2020, it was still a relatively unknown line in the U.S. and the Tommy Hilfiger team was continuing to learn more about how to serve these new customers. Should the team make adaptive clothing available beyond the U.S., or is a global expansion premature? Assistant Professor Elizabeth Keenan discusses the opportunities and challenges that accompanied the introduction of a new product line that effectively serves an entirely new customer while simultaneously starting a movement to provide fashion for all in the case, “Tommy Hilfiger Adaptive: Fashion for All.”

• Research & Ideas

Are Virtual Tours Still Worth It in Real Estate? Evidence from 75,000 Home Sales

Many real estate listings still feature videos and interactive tools that simulate the experience of walking through properties. But do they help homes sell faster? Research by Isamar Troncoso probes the post-pandemic value of virtual home tours.

• 17 Oct 2023

With Subscription Fatigue Setting In, Companies Need to Think Hard About Fees

Subscriptions are available for everything from dental floss to dog toys, but are consumers tiring of monthly fees? Elie Ofek says that subscription revenue can provide stability, but companies need to tread carefully or risk alienating customers.

• 29 Aug 2023

As Social Networks Get More Competitive, Which Ones Will Survive?

In early 2023, TikTok reached close to 1 billion users globally, placing it fourth behind the leading social networks: Facebook, YouTube, and Instagram. Meanwhile, competition in the market for videos had intensified. Can all four networks continue to attract audiences and creators? Felix Oberholzer-Gee discusses competition and imitation among social networks in his case “Hey, Insta & YouTube, Are You Watching TikTok?”

• 26 Jun 2023

Want to Leave a Lasting Impression on Customers? Don't Forget the (Proverbial) Fireworks

Some of the most successful customer experiences end with a bang. Julian De Freitas provides three tips to help businesses invest in the kind of memorable moments that will keep customers coming back.

• 31 May 2023

With Predictive Analytics, Companies Can Tap the Ultimate Opportunity: Customers’ Routines

Armed with more data than ever, many companies know what key customers need. But how many know exactly when they need it? An analysis of 2,000 ridesharing commuters by Eva Ascarza and colleagues shows what's possible for companies that can anticipate a customer's routine.

• 30 May 2023

Can AI Predict Whether Shoppers Would Pick Crest Over Colgate?

Is it the end of customer surveys? Definitely not, but research by Ayelet Israeli sheds light on the potential for generative AI to improve market research. But first, businesses will need to learn to harness the technology.

• 24 Apr 2023

What Does It Take to Build as Much Buzz as Booze? Inside the Epic Challenge of Cannabis-Infused Drinks

The market for cannabis products has exploded as more states legalize marijuana. But the path to success is rife with complexity as a case study about the beverage company Cann by Ayelet Israeli illustrates.

• 07 Apr 2023

When Celebrity ‘Crypto-Influencers’ Rake in Cash, Investors Lose Big

Kim Kardashian, Lindsay Lohan, and other entertainers have been accused of promoting crypto products on social media without disclosing conflicts. Research by Joseph Pacelli shows what can happen to eager investors who follow them.

• 10 Feb 2023

COVID-19 Lessons: Social Media Can Nudge More People to Get Vaccinated

Social networks have been criticized for spreading COVID-19 misinformation, but the platforms have also helped public health agencies spread the word on vaccines, says research by Michael Luca and colleagues. What does this mean for the next pandemic?

• 02 Feb 2023

Why We Still Need Twitter: How Social Media Holds Companies Accountable

Remember the viral video of the United passenger being removed from a plane? An analysis of Twitter activity and corporate misconduct by Jonas Heese and Joseph Pacelli reveals the power of social media to uncover questionable situations at companies.

• 06 Dec 2022

Latest Isn’t Always Greatest: Why Product Updates Capture Consumers

Consumers can't pass up a product update—even if there's no improvement. Research by Leslie John, Michael Norton, and Ximena Garcia-Rada illustrates the powerful allure of change. Are we really that naïve?

• 29 Nov 2022

How Much More Would Holiday Shoppers Pay to Wear Something Rare?

Economic worries will make pricing strategy even more critical this holiday season. Research by Chiara Farronato reveals the value that hip consumers see in hard-to-find products. Are companies simply making too many goods?

• 26 Oct 2022

How Paid Promos Take the Shine Off YouTube Stars (and Tips for Better Influencer Marketing)

Influencers aspire to turn "likes" into dollars through brand sponsorships, but these deals can erode their reputations, says research by Shunyuan Zhang. Marketers should seek out authentic voices on YouTube, not necessarily those with the most followers.

• 25 Oct 2022

Is Baseball Ready to Compete for the Next Generation of Fans?

With its slower pace and limited on-field action, major league baseball trails football in the US, basketball, and European soccer in revenue and popularity. Stephen Greyser discusses the state of "America's pastime."

• 18 Oct 2022

When Bias Creeps into AI, Managers Can Stop It by Asking the Right Questions

Even when companies actively try to prevent it, bias can sway algorithms and skew decision-making. Ayelet Israeli and Eva Ascarza offer a new approach to make artificial intelligence more accurate.

• 08 Aug 2022

Building an 'ARMY' of Fans: Marketing Lessons from K-Pop Sensation BTS

Few companies can boast a customer base as loyal and engaged as BTS fans. In a case study, Doug Chung shares what marketers can learn from the boyband's savvy use of social media and authentic connection with listeners.

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Read of the day 1 min read

Unlimited sold to Accenture

Accenture has acquired London-headquartered marketing group Unlimited, the holding company of research agency Walnut, bringing Unlimited into its creative business Accenture Song.

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Norstat to change ownership

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Frank Olson, Executive Who Linked O.J. Simpson With Hertz, Dies at 91

He negotiated Mr. Simpson’s star turn in commercials, tapping into his football fame, and formed a social bond with him — until there were murder charges. They died on the same day.

By Trip Gabriel

That Giant College ‘Sticker’ Price Isn’t What Most Students Pay

The share of those paying the full advertised cost has declined over the last couple of decades, a new report found. Yet many don’t understand how much they’ll really pay.

By Ann Carrns

A Hollywood Remake of Your Fast Food Memories

In Los Angeles, the restaurant Chain taps into a feverish nostalgia for burgers and pizza from the 20th century.

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The famous ad campaign paid dividends for both the company and its pitchman, who died on Wednesday.

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Empresas de telesalud recurren a los estereotipos masculinos para vender medicamentos de pérdida de peso que se asocian más a las mujeres.

By Joseph Bernstein and Callie Holtermann

How Ozempic Turned a 1970s Hit Into an Inescapable Jingle

The diabetes drug has become a phenomenon, and “Oh, oh, oh, Ozempic!” — a takeoff of the Pilot song “Magic” — has played a big part in its story.

By Craig Marks

Is the Era of ‘Brozempic’ Upon Us?

Some telehealth start-ups are playing up masculine stereotypes to market medications that have been more widely associated with women.

TikTok busca remodelar su imagen en EE. UU. a través de monjas, veteranos y ganaderos

La aplicación de video está gastando millones en anuncios mientras el Congreso considera un proyecto de ley que podría terminar en una prohibición en Estados Unidos.

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For lovers of vintage books and periodicals, “The Art of the Literary Poster” celebrates a vibrant niche in late-19th-century advertising.

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TikTok Turns to Nuns, Veterans and Ranchers in Marketing Blitz

The video app is spending millions on ads as Congress considers a bill that could lead to a U.S. ban.

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Read the latest Market Research News, Articles & Analysis at Campaignlive UK

Generative AI is shaking up creator marketing budgets

Research shows seven in 10 marketers will increase generative AI creator content spend this year.

VCCP restructures Cowry management team with view to global expansion

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Representation in research is critical. The brands and agencies that embrace this will reap the rewards.

Gen Z demands more diversity and inclusion from brands

Despite corporate America’s pledges to improve diversity and equality this year, a study from consumer research platform Quantilope reveals that

10 takeaways from Wunderman Thompson's Future 100 report

After the pandemic completely upturned marketing (and everything else), this annual report provides a raft of predictions for 2021. We

2021 Edelman Trust Barometer: Plague of mistrust follows COVID-19

The public especially mistrusts the media, the US and China, according to the research series’ latest report.

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OpenAI’s new generative tool Sora could revolutionize marketing and content creation

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Flashy isn’t always fabulous: why luxury brands should reconsider displaying their logos too prominently

Paurav Shukla , University of Southampton and Dina Khalifa , University of Roehampton

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Take laughter, add tears − the secret recipe for the most-liked Super Bowl ads

Niusha Jones , Boise State University and Anne Hamby , Boise State University

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Giandomenico Di Domenico , Cardiff University

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Danny Weathers , Clemson University

Tesla recalls over two million vehicles, but it needs to address confusing marketing

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Marketing Research Industry News March 2024

A compilation of recent news about marketing, marketing research and insights companies and organizations. C+R Research has partnered with Nexxt Intelligence to gain more insightful responses from survey participants using AI. Dana Keilman and Nicole Munsey have launched Morning Light Strategy, an insights and strategy agency specializing in the 50+ market. Research and analytics firm Leger has acquired 51% of the shares of behavioral neuroscience company CUBE AI. And more...

Acquisitions/transactions 

Health care data and technology company Veradigm has signed a definitive agreement to acquire health care data company ScienceIO . 

Professional services company Accenture has acquired marketing technology company The Lumery to strengthen its marketing transformation services in Australia. 

Data analytics company J.D. Power has completed its acquisition of automotive data and analytics company Autovista Group .

Marketing and communications solutions company SAMY Alliance has acquired creative agency Kurio . 

Rafael Mangra , co-founder, CTO and previous minority shareholder, has acquired full ownership of online insights software provider Q-Fi Solutions from The Logit Group . Mangra will step into the role of CEO and Dan Jackson  will serve as chief marketing officer.

Digital data company Similarweb has acquired ad intelligence software Admetricks to form the core of its new Similarweb Ad Intelligence product. 

Data and analytics platform Daasity has acquired Red Fox Analytics  to combine digital and retail analytics into a single platform.  

Data provider Sensor Tower has acquired market intelligence platform data.ai to broaden and create an industry standard solution in marketing intelligence.

Employee experience platform  Culture Amp has acquired analytics company Orgnostic .

Digital identity company Signicat has acquired digital identity and fraud prevention company SmartWorks .

Alliances/strategic partnerships 

Customer journey company Allant Group has added audience data company Eyeota to its Audience Attribution Marketplace. 

Ipsos has partnered with OzTAM to integrate broadcaster video on demand metrics into Ipsos iris.

Rakuten Insight Global has integrated Singapore’s national digital identity Singpass to its panel verification process.

Tesco has partnered with Vauxhall Motors to offer a program of services through the Tesco Media and Insight Platform, powered by dunnhumby.

Comscore and media company TEGNA have signed a multi-year agreement for local linear and cross-platform audience measurement.

C+R Research  has partnered with Nexxt Intelligence  to gain more insightful responses from survey participants using AI.

AI analytics automation platform Savant Labs has partnered with finance consulting firm Clearsulting to improve data interpretation and the speed of business outcomes.  

Survey company Omnisis and The Economist have launched a voter prediction tool to explore voting intention in the next U.K. general election.  

Customer data science company dunnhumby has partnered with location analytics company Placer.ai to offer customer insights to retailers. 

Proximic by Comscore and advertising and marketing technology company Epsilon have partnered for global cross-screen contextual data.

Wondery has renewed its agreement with audio analytics and research platform Veritonic to continue to provide its advertising partners with Brand Lift insights. 

Media effectiveness platform DoubleVerify and NBCUniversal have expanded their partnership to launch a program-level measurement solution. 

Amazon Web Services , professional services company Accenture and AI safety and research company Anthropic have partnered to help organizations adopt and scale customized generative AI technology. 

Awards/rankings 

The Market Research Society of India 's Golden Key Awards has named Partha Rakshit  and Pranesh Mishra  as the winners of the Lifetime Achievement Award. 

Business consultancy  The Mackman Group has been certified as a B Corporation. 

Health care and life sciences insights firm Apollo Intelligence has been named a winner in the 2024 Artificial Intelligence Excellence Awards program by the Business Intelligence Group.  

New companies/new divisions/relocations/expansions 

Dana Keilman and Nicole Munsey have launched Morning Light Strategy , an insights and strategy agency specializing in the 50+ market.

Jim Heisler has launched QueSights , a freelance marketplace for the marketing research industry. 

Research firm ContextualY has launched in the U.S. 

Two years after its acquisition, LINK has rebranded to YouGov Switzerland . 

Keith Price and Hugh Davis have launched ACKWEST Group , a holding company specializing in the acquisition, management and expansion of tech-driven enterprises in the consumer insights and marketing services sector. 

Data and marketing consultancy Artefact has opened an office in India.

Research company earnings/financial news 

Digital analytics platform Amplitude has released its fourth-quarter and full-year financial results reporting a Q4 revenue of $71.4 million and a free cash flow of $1.5 million. It also reported revenue of $276.3 million and a free cash flow of $22.4 million for its full year. 

Insights platform mTab has closed a $15 million growth credit financing round led by Kayne Anderson Growth Capital . 

Research company Tracksuit has raised $13.5 million in a Series A round of funding led by Altos Ventures and Footwork . 

Comscore has released its fourth-quarter and full-year financial results reporting revenue of $95.1 million, compared to $98.2 million in Q4 2022, and an adjusted EBITDA of $16.4 million for its fourth quarter. It also reported revenue of $371.3 million, down compared to $376.4 million in 2022, and an adjusted EBITDA of $44 million for its full year.

Research and analytics firm Leger has acquired 51% of the shares of behavioral neuroscience company CUBE AI .

Brand analytics platform GobbleCube has raised $1.9 million in a seed funding round led by Kae Capital .

Business intelligence platform Omni has raised $20 million from Theory Ventures . 

Consumer journey company FERMAT has raised $17 million in its Series A round of funding. 

Journey management platform TheyDo has raised $34 million in a funding round led by Blossom Capital .  

QuantexAI has raised $1 million during its pre-seed funding round.

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Marketing News Archive

Winter Issue

BRANDING HAS MORE POWER THAN YOU MIGHT THINK

Featuring David Aaker’s four strategies that define the future of purpose-driven branding and “Can Marketing Prevent Radicalization?”

Spring issue

MAKING DATA WORK FOR YOU

Featuring the Marketers Confidence Index results and a deep dive into the new Seven Big Problems book “Break the Wall: Why and How to Democratize Your Data”

Summer issue

CUSTOMER-LED EXPERIENCE: WHEN THE CUSTOMER TAKES THE REINS

Featuring the latest research from AMA journals and “New Perspectives on Addressing Issues at the Intersection of Marketing and Society”

STRATEGY AND PLANNING

Featuring the latest Marketers’ Confidence Index results and a special Higher Education Marketing section

THE POWER OF A STRONG BRAND NAME

Featuring, “What’s in a Brand Name?” and “When Customization in Luxury Brands Gets Too Personal”

Spring Issue

UPDATING A CLASSIC

Featuring, “The State of Influencer Marketing in 2022” and “How Do You Feel? Marketing to the Stigmatized”

Summer Issue

POWER COUPLE

Featuring, “Brand and Demand Marketing: The New Power Couple” and “Gift or Donation?”

SELLING HEALTH & WELL-BEING

Featuring, “Think It Over: Technology Adoption Done Well Allows Humans to Do What We Do Best”

THE END OF THE WORLD AS WE KNOW IT

Featuring, “Content Marketing and Advertising Trends Amid the Pandemic”

BETTER MARKETING BETTER WORLD

Featuring, “Better Marketing, Better World” and “The Benefits of a Nurtured Giving Tree”

SUMMER Issue

ONE NATION, DIVISIBLE

Featuring, “Marketers Reluctant to Promote National Unity” and “Multitouch Attribution in the Customer Purchase Journey”

LOST IN THE HAYSTACK

Featuring, “Five Things CMOs Should Understand About Market Research” and “The Mythology Behind Totemic Brands.”

OLD TRICKS NEW NAME

CALL AND RESPONSIVE

HOME IS WHERE THE AD IS

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2019 MARKETING PREDICTIONS

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MAKE THEM THINK BEFORE THEY CHOOSE

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YOUR SWAG IS GETTING SCRAPPED

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HOW YOU VOTE IS HOW YOU BUY

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CHRONIC MISPERCEPTION

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BRANDS, TIME TO KISS*

*KEEP IT SIMPLE, STUPID

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WHY WE BUY WHAT WE BUY

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THE INSIGHTS ISSUE

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TAKING THE EMOTION OUT OF NONPROFITS

APRIL ISSUE

INSIDE THE WALLED GARDEN

THE 2018 AMA GOLD TOP 50 REPORT

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THE FUTURE OF CUSTOMER EXPERIENCE

4 UNDER 40 EMERGING LEADERS

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THE ROBOTS ARE HERE

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THE WAY WE WORK

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THE HUMAN SIDE OF SOCIAL MEDIA

THE 2017 AMA GOLD TOP 50 REPORT

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THE WORLD IS SHRINKING

CX, UX & REATIL's EXISTENTIAL CRISIS

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Analysts Say Housing Market Turning a Corner

A JPMorgan strategist said 1.6 million new homes are under construction and housing completions in February hit their highest level in 17 years.

WASHINGTON – Stephanie Aliaga, global market strategist at JPMorgan, said that the housing market "was one of the hardest-hit areas of the economy when the Fed began raising rates, but there are signs activity has turned a corner."

When mortgage interest rates skyrocketed to nearly 8% in October 2023, homeowners stayed put because they didn't want to lose their lower mortgage rates. Aliaga, however, said, "This supply is beginning to thaw, with our measure of seasonally adjusted existing homes for sale showing a steady upward trend since last spring."

Between January and February this year, the National Association of Realtors® reported that existing home sales increased 9.5%, and unsold inventory was at a 2.9-month supply, up from 2.6 months the prior year. Aliaga added, "Some relief should also come from new home supply underway, with 1.6 million units currently under construction and housing completions hitting their highest level in 17 years in February."

In the coming years, construction is likely to rise with strong job growth and positive homebuilder sentiment. Wells Fargo senior economist Charlie Dougherty and economic analyst Patrick Barley said, "Although lower financing costs, rising supply and brightening economic growth prospects may help home sales turnaround from the sharp contraction experienced over the past two years, the recovery will likely be limited by adverse affordability conditions stemming from home price appreciation far outpacing income growth over the past several years."

Mortgage rates are likely to come down further, with Fannie Mae forecasting mortgage rates of 6.4% by the end of 2024. Aliaga concluded, "While the recovery in housing market activity will be gradual, resilient supply and demand dynamics underscore that it is not a source of vulnerability for the economy."

Source: Fortune (04/01/24) Botros, Alena

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