COVID-19 global impact on marketing in cyber security

When referring to COVID-19 timelines, we are focused on the impact of the initial lockdown in March 2020 up until July 2021

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* 1. In your opinion, what is the leading contribution from the marketing department to the overall success of your organisation? (Choose one)

Build an overarching brand story

Position products competitively in the market

Generate leads to pass to the sales department

Other (please specify)

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* 2. What was the biggest challenge you faced as a marketing department during COVID-19? (Choose up to 3)

Budget cuts

Customer engagement

Leadership support

Adapting to virtual/digital

Reworking corporate messaging

Negative impact to brand identity

Impact on team behaviour/ dynamic

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* 3. As a result of COVID-19, did your department withdraw/delay/halt any of its marketing campaigns?

Yes

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* 4. If yes to the above, what was the leading reason for withdrawing and reviewing said campaign? (Choose one)

Budget

Messaging

Chosen media / platform to disseminate it

Timing

Shift in activity priorities from leadership

Other (please specify)

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* 5. Where did you see greatest success as a marketing department during COVID-19? (Choose up to 3)

Higher engagement from customers

Greater attendance at virtual events

Growth in positive brand perception/ increase in positive feedback from clients

Greater support from leadership

Increased revenue

Other (please specify)

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* 6. If experienced, how did you overcome virtual fatigue?

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* 7. What steps did you take to maintain customer loyalty during the pandemic? (Choose one)

COVID-19 safety focused messaging

Financial incentives (discounts/ promotions)

Personalised/ direct marketing to every customer

Increased virtual interactive events

More frequent communication

Other (please specify)

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* 8. Has the pandemic intrinsically changed your marketing activity for the foreseeable future?

Yes

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* 9. If yes, what pandemic specific marketing will you carry forward and adopt as standard marketing practice?

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* 10. What impact did COVID-19 have on your department headcount?

50%+ loss of staff

26%-49% loss of staff

Sub 25% loss of staff

No impact

up to 25% growth

26%-49% growth

50%+ growth