Which channels are
working now?

With their creative focus, larger businesses saw success across a wide range of channels – for brand and leads alike.

Q1.

Has audience engagement changed over the period of the pandemic?

  • Enterprise / SME comparison
  • UK / US comparison

Q2.

Has audience behaviour changed in any of the following ways since the start of the pandemic?

Expert view

“We are interested in ABM, high touch interactions and a return to direct mail, as well as personalisation efforts on our website.”

Jess Ellis
Senior Director of Brand Marketing, Khoros

What’s next after webinars?

The influx of virtual webinars began to feel passé almost immediately. Finding unique and different ways to connect with prospects and customers, while everyone is suffering elements of exhaustion from the past year is top of mind. We are interested in ABM, high-touch interactions and a return to direct mail, with a renewed focus on C-level executives and personalisation efforts on our website to continue to foster a bespoke connection with our prospects and customers.

Show more

Pick another chapter

Did COVID make tech marketing braver?

Changing attitudes to creativity and risk

Does martech limit creativity?

How the pandemic changed engagement

Tech marketers have switched priorities

New channels for a new normal

Which channels are working now?

What marketers want from an agency

Key lessons and takeaways

Analysis

Which channels are working now?

It’s not the channel. It’s how creative you are with it.

That’s the only conclusion we could draw when we looked at which channels worked best this year. Having reported more of a focus on creativity, larger businesses also saw more success across a wide range of channels.

Overall, online advertising was the most successful channel during the pandemic. 43% say it worked well for brand awareness, while 34% report the same for demand and lead generation. But dive into the data, and the impact of creativity becomes clear.

For brand awareness, 22% of large business marketers found webinars effective, compared with just 3% in small companies. They were also far more likely to have had brand-building success with online advertising, SEO, online events, and newsletters.

It’s the same story for demand and lead generation. Larger companies were more than twice as likely to have enjoyed success with ABM, press advertising, and radio advertising. They also outperformed the average on email and newsletters, social media, webinars, and SEO. Demand and lead generation channels also have an interesting transatlantic divide.

While UK and US marketers cited similar channels as effective for brand awareness, Americans were more likely to have seen leads from press advertising, ABM, and electronic direct mail. By contrast, Brits cited employee advocacy and TV advertising.

Key takeaways

59%

have seen audiences responding to different types of content / advertising.

55%

have seen an increase in the ability to get leads.

51%

have seen prospects dropping off the sales cycle at different times.

Did COVID make tech marketing braver?

Changing attitudes to creativity and risk

Does martech limit creativity?

How the pandemic changed engagement

Tech marketers have switched priorities

New channels for a new normal

Which channels are working now?

What marketers want from an agency

Key lessons and takeaways

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