Most local businesses in the U.S. — 75% — have remained open during the COVID-19 pandemic. But 83% have changed their marketing strategy, according to How Can We Help Through the Pandemic, a study by Viamedia, a cross-media management company serving the TV industry.
Of the companies polled, 46% are offering incentives and promotions, a finding in line with surveys showing that discounts in email marketing subject lines are resonating with consumers.
Despite the crisis, 36% feel their business will be the same as it was pre-pandemic. In addition, 9% plan to expand and 10% plan to push more business online.
In addition, 40% have an annual marketing budget of $75,000, of which 39% goes to advertising. Email spend was not broken out.
These figures came from respondents in the auto, furniture, healthcare, non-profits, retail, real estate, entertainment and other industries.
In addition, 45% are looking for creative advertising incentives, and 28% for tips on how to make their marketing more effective.
“The survey results clearly indicate that the prospects for advertising can be strong despite some conventional wisdom,” states Becky Jones, chief marketing and people officer at Viamedia. “For many states respondents, the need to power through the pandemic far outweighs the anxiety.”
Viamedia surveyed what it says is a statistically relevant sample of business owners, with 59% of responses coming through owners and 29% from advertising agencies speaking for businesses.
The firm offers a complimentary suite of impression-based digital products covering email, display, search and social.