The Ultimate List of Statistics for Marketers During COVID Times

Marketing Innovation
by Michael Gerard

(Updated September 2020)

There’s no question that COVID-19 has had an immense impact on the global economy. As head of marketing for e-Spirit, a DXP and content management software company, I’ve focused much effort on analyzing the current state of our market and adjusting our company’s marketing strategy in response to COVID.

Data 6 months ago, 3 months ago or even 6 weeks ago in some cases is out of date. Therefore, I’ve needed to scour the Internet on a regular basis to identify the latest research related to this “new normal” that we’re all facing. You’ll find below the list of statistics and insights that I’ve uncovered related to marketing strategy and tactics and e-commerce sector data. All studies were conducted in 2020.

Have I missed a good report or more recent study? Please send me a note at gerard@e-spirit.com and I’ll ensure it gets added to this post as we plan to update this list on a regular basis. And if you’re interested in learning how to create better digital experiences for your customers, reach out to learn how e-Spirit’s hybrid headless content management system (CMS) and AI-driven personalization software help turn customers into lifelong fans for many of the world’s leading brands.

Marketing Tactics Statistics

  • “73% of advertisers have modified or developed new assets since the start of the pandemic. Of these, over half (53%) are increasing messaging that emphasizes the mission of the company.” [IAB, June 8, 2020]
  • Estimated change in advertising spending influenced by the coronavirus outbreak according to advertising professionals in the United States: [Statista, April 8, 2020]

Statistic: Estimated change in advertising spending influenced by the coronavirus outbreak according to advertising professionals in the United States as of March 2020, by channel | Statista

  • “Average email benchmarks for all industries during April 2020:" [Email Marketing Benchmarks: COVID-19 Edition, May 2020]
    • Average open rate: 21.2%
    • Average click-through rate: 3.10%
    • Average click-to-open rate: 14.6%
    • Average unsubscribe rate: 0.14%
    • Average bounce rate: 0.86%”
  • “Media consumption is up since the outbreak, and it’s primarily video-based: “87% of U.S. consumers and 80% of UK consumers say they're consuming more content – broadcast TV, online videos, and online TV streaming take the top spots overall for increased media consumption.” [Global Web Index, April 2020]
  • The importance of omnichannel marketing and a hybrid headless CMS:
    • “When asked how the coronavirus crisis has impacted their cell phone usage, 56% of people said they’re using their mobile devices more, with 46% spending an additional four or more hours every day.” [zipwhip, April 2020]
    • “38% of people are getting more news and alerts through texts.” [zipwhip, April 2020, Link]
  • Webinars and virtual events:
    • Virtual event attendees use an average of 4.8 different conferencing applications “often”. [IDC Virtual Meetings and Conference Survey, June 2020]
    • “The expectation is already set: Videoconferencing is for engagement, not broadcast.” The top 5 virtual conference engagement methods include:
      • “Live chat to ask questions of speakers” (43.1%)
      • “Live chat for participants to communicate” (40.2%)
      • “Online community” (31.4%)
      • “Polls with real-time results” (29.4%)
      • “Virtual happy hour or other breakouts” (25.5%) [IDC Virtual Meetings and Conference Survey, June 2020]
    • 68% of companies indicate that Tuesday, Wednesday or Thursday are the best days for webinar attendance; however, as ON24 indicates, “while mid-week is still a strong performer for attendance, nearly any day of the workweek will net you a solid number of attendees. We’d recommend experimenting with different webinar formats for different days of the week to optimize attendance.” [ON24, April 21, 2020]
    • “Based on April 2020 data, three-quarters of (webinar) registrants (74%) sign up in the week of the webinar. This is a marked difference from the behavior in 2019, where 43% of registrants did so.” [ON24, April 2020] That said, 69% of ON24 webinar users start webinar planning 3 months ahead of time, and the more promotion the greater the number of attendees.
    • The worst days to send webinar promotional emails are Friday, Saturday and Sunday. [ON24, April 21, 2020]
    • 57% of companies indicate that the best start time for a webinar is 8:00 am to 12:00 pm PST. [ON24, April 21, 2020]

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  • Webinar attendance rates are 50%+ on Mondays and Fridays, and below 45% on Tuesdays, Wednesdays and Thursdays. [TwentyThree, March 24, 2020]
  • “Not only are people more likely to attend your webinar on a Monday, but they will also stay longer. Compared to the average attendance, people's attention span is just shorter on Tuesdays and Fridays.” (Engagement performance is measured by the amount of audience engagement in a webinar (chat, questions, poll votes) and is a strong indicator of whether people are actively following the webinar.) [TwentyThree, March 24, 2020]
  • In-Person Events

  • Search trends and PPC strategies:



  • April, 2020: Google search data based on a sample of 15,759 US-based WordStream client accounts in all verticals who were advertising on Google search. Link
    • COVID-19 has caused a 10-15% increase in search ad impressions during late night hours of weekdays. . . .
    • However, “in the evening hours coinciding with the peak search volume for COVID-19, advertisers have noted a 30% lower conversion rate than they typically would expect at night.”
    • Wordstream offers great advice for how to better manage your PPC budget in this new COVID-19 environment, for example:
      • “Revisit your campaigns’ ad schedule performance.
      • Consider new day dayparting strategies.
      • Try smart bidding.”

Marketing Performance Measurement and Metrics

  • 48% of marketing organizations are tracking customer lifetime value (LTV). (vs. 43% in 2018) [Salesforce 2020 State of Marketing, 6th edition]
  • 80% of marketers share goals and metrics with ecommerce colleagues. [Salesforce 2020 State of Marketing, 6th edition]
  • Change in marketing and sales metrics versus pre-COVID times from March to May 2020 based upon Hubspot’s CRM customer base of 70,000+ companies: [Link]
    • Sales deals:
      • New sales deals created dropped ~15%.
      • New sales deals closed dropped ~20%.
    • Sales emails:
      • ~50% more emails were sent.
      • Email response rates dropped ~14%.
    • Marketing emails:
      • ~25% more emails were sent.
      • Email open rate increased ~15%.
    • Website visitors: ~16% increase in visitors.
  • 37% of marketers are completely satisfied with the quality/hygiene aspects of their customer data. (High Performers are 5.5X more likely to be completely satisfied than Underperformers) [Salesforce 2020 State of Marketing, 6th edition]
  • SaaS companies: 41% of leads are sales generated for enterprise customer targets. [2020 SaaS Product Benchmarks Study, OpenView, June 2020]

Strategic Areas of Focus for Marketers

“Values that will remain critical as marketers and their businesses recover:
- Relentless focus on the customer experience
- Unwavering commitment to helpfulness, relevancy, and trustworthiness
- Continuous pursuit of innovation”

Stephanie Buscemi, CMO, Salesforce
  • Marketing Budget:
    • “In July 2020, a poll of 300 marketing leaders found that 59% of them expect a marketing budget cut of more than 5%, an indicator that the COVID-19 crisis continues to deeply impact marketing.” [Gartner interview, CMSWire, September 16, 2020]
  • 97% of enterprise decision-makers believe the pandemic sped up their company’s digital transformation. [New Twilio research as report in Entrepreneur, July 2020]
  • Are you looking to update your target account list as part of an Account Based Marketing (ABM) strategy, and want to include companies that will thrive during COVID-19 times? Check out The Harris Poll who recently released its list of “100 Essential Companies Tied to Corporate Response to COVID-19 Pandemic” (The Harris Poll, July 2020)
  • “The 2020 COVID-19 Crisis Will Stun US Marketing:
    • Two scenarios provided with the pandemic stalling in 2020 or 2021.
    • In both scenarios, off-line media declines.
    • Marketing technology will sustain.
    • Don’t stop marketing!
  • Marketing’s alignment with internal groups: “72% of marketers say they are aligned with their IT organizations, yet IT leaders rank insufficient business unit alignment as a top challenge.* [Salesforce 2020 State of Marketing, 6th edition]
  • AI in Marketing: 84% report use of AI in marketing. [Salesforce 2020 State of Marketing, 6th edition] Top AI use cases:
  • “Marketing leaders should approach today’s emotionally fraught consumers with the intention of winning and protecting trust. To do this, marketers must:

Consumer and Buyer Insight

  • B2B Insight:
    • B2B Software Buyers:
      • “44% of buyers expect no change in software spend during the next two quarters.” [New Data on How COVID-19 Will Impact B2B Tech Spending”, TrustRadius, June 8th, 2020, Link.]

Brand categories to be most impacted by covid-19.

  • “Over 40% say they will shop online more frequently after the outbreak, hitting 50% in China. Some countries such as Japan and France are notably less enthusiastic about this, but the global figures remain high and consistent by gender, income, and age (only dropping a little among boomers). [GWI Coronavirus Research, April 2020, Multi-market research wave 3]
  • “Reach3 Insights recently found that 76% (of consumers) have recently picked up new habits, behaviors and routines in the wake of COVID-19. Of those people, 89% said they plan on keeping some of their new habits.” [Entrepreneur, May 10, 2020]
  • Global orders over time by category - Non-Essentials; Essentials; New Essentials: [Klaviyo, June 11, 2020]

How the coronavirus is impacting various industries with this year-over-year comparison of ecommerce sales, based on Klaviyo’s global data.

  • “Many of the tools and solutions that people have turned to during the “lockdown” period can expect a lasting boost. About a fifth say they will use food delivery services more frequently, around a quarter plan to use video conferencing platforms such as Zoom more regularly, and about a third plan greater usage of mobile payment services and video calling tools such as FaceTime.” [GWI Coronavirus Research, April 2020, Multi-market research wave 3]
  • “Top 5 brand activities that companies are doing for consumers:
    • Providing practical information / tips which help people to deal with the situation
    • Pledging money / aid / supplies to help people
    • Running promotions / offers / loyalty perks for customers
    • Offering flexible payment terms (e.g. instalments, payment plans, etc)
    • Running advertising which shows how they are responding to coronavirus or helping customers” [GWI Coronavirus Research, April 2020, Multi-market research wave 3]

Levels of Approval for Brand Activities – Ranked Activities

Ecommerce Market Outlook

Transaction volume spiked during the stay-at-home order, even doubling in April compared to mid-March. It has since stabilized but is still higher than before the stay-at-home order.

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About the author

Michael is responsible for e-Spirit's global marketing strategy. He has 15+ years of marketing and sales experience in SaaS companies, and has written about many topics across technology, marketing strategy and other marketing-related areas.

Michael Gerard
Chief Marketing Officer

gerard@e-Spirit.com