Why marketers are among the winners of the pandemic

What lessons can be learned from communication under lockdown conditions? Shirley Macbeth used the expertise of her employer, the market research institute Forrester, to analyze the consequences for marketing. Their balance sheet is surprisingly optimistic: the role of marketers has grown due to accelerated digitization, as they can now document their contribution to the company’s success even better and identify the really worthwhile customers more reliably.

You looked at the changed role of the CMO. How strong is the influence of the corona pandemic here?
The pandemic has accelerated many trends in the marketing world. One trend that caught our eye in particular is the changed view of the sources of demand and income. ‘