Agility is a Requirement for Marketing in a Pandemic

Every aspect of business changed dramatically once the pandemic became a reality. Companies went into freeze mode, unsure of what steps to take to continue operating. In many cases, this meant a decreased marketing budget, but that wasn’t the case for all. Some businesses are thriving and reallocating budgets to digital marketing. Bonnie Crater, CEO of Full Circle Insights, a provider of marketing and sales performance measurement solutions, offered her take on the environment.

Ms. Crater remarked that not all companies are facing budget cuts, “We focus on B2B, and tech has done well during this period. The shift really is that many of these companies spend one-third or more of marketing budgets on in-person events, and those are, of course, not happening.

These businesses are seeing a flush of cash they can reallocate to digital marketing mediums. “You’re seeing some companies completely reevaluate their marketing spend and then focusing on improving digital marketing, looking at their websites, landing pages, and ad campaigns. What they want to be now is agile,” Crater said.

Ironically, digital marketing is rather well-suited for uncertainty. It involves testing and exploring options. One area Ms. Crater sees new investment is virtual events. “Companies have done webinars, but this is different. They’re trying to create an interesting, compelling virtual event that has a mix of pre-recorded and live content,” she remarked.

Her final advice to any company dealing with budget changes is to measure everything. “You have to measure all of your efforts to really know what’s working and so you can be nimble to react to that data. It’s very empowering,” she added.

Follow us on social media for the latest updates in B2B!

Twitter – @MarketScale
Facebook – facebook.com/marketscale
LinkedIn – linkedin.com/company/marketscale

Follow us on social media for the latest updates in B2B!

Image

Latest

cardiac care
Just Thinking… About the Role of Critical Thinking in Cardiac Care With Dr. Minh Tran
July 14, 2025

As cardiovascular disease continues to rank as the leading cause of death globally, the importance of expert cardiac care has never been more evident. The American Heart Association reports that over 800,000 Americans experience a heart attack each year, and many rely on the fast, critical thinking of cardiac specialists to survive. In an…

Read More
IP radios
Icom’s IP Radios Fill Critical Gaps in Privacy, Range, and Cost for Commercial Fishermen
July 11, 2025

The 2024 Pacific Marine Expo served as a platform for exploring how advanced radio technologies are supporting specialized industries. Secure and far-reaching communication remains a critical need for the commercial fishing sector. Rick Waedekin, the President of Coast Marine Marketing and Icom’s West Coast Sales Rep, spoke with Harold Whittlesy of Satellite Technical Services…

Read More
DXpedition
Icom Powers 3Y0K : Ham Radio’s Most Ambitious DXpedition to Remote Bouvet Island Part 1
July 11, 2025

Bouvet Island sits at the edge of the world. It is frozen, uninhabited, and almost impossible to access. Fewer people have set foot there than in space. That level of remoteness is exactly what makes it so valuable to amateur radio operators. The island ranks tenth on ClubLog’s list of Most Wanted DXCC entities,…

Read More
entrepreneurial success
The Hidden Key to Entrepreneurial Success: Build Momentum Through Personal Branding and Authentic Networking
July 10, 2025

What if the biggest pivot of your career started with a conversation?  In this episode of Professional Quotient, host Jason Winningham welcomes Fanny Dunagan, CEO and Content Strategist of PathLynks, LLC. Fanny shares her journey from high-pressure consulting in Singapore to founding her own media and branding company — and why learning to network…

Read More