Investments in marketing technology continue to be a priority for businesses across the board, as they strive to meet increased demands for personalization and a need to collect, authenticate and analyze rapidly increasing amounts of consumer data to improve the customer experience (CX). Overall marketing budgets dipped slightly to 10.5% of company revenue in 2019 as compared to 2018, as CMOs and VPs of marketing operations continue to focus on ROI and efficiency, according to Gartner’s annual CMO Survey for 2019-2020. Still, optimism for 2020 was high at the time of the survey, with 88% of CMOs stating they believed the future impact of the global economic environment would be positive, with more than half (53%) believing the impact will be strong.

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Brands were right there with us during the first eight weeks of the coronavirus pandemic. Telling us they cared and proving it. They repurposed factories. Made record donations. Secured employee protections. Set up thoughtful policies for vulnerable populations. People noticed and appreciated it. It was a modern response for modern times. But quickly, people got tired of coronavirus marketing too. Because it all started to feel like a big bad blur—distant, inauthentic, at times treacly.

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