This document summarizes a presentation about preparing and adapting marketing strategies for the 2020 holiday season given the changes brought about by the COVID-19 pandemic. It discusses the results of a survey of 154 senior executives on their views of market changes and consumer behavior. Some of the key points made are that most companies feel they can adapt quickly to changes, this holiday season will have more online shopping and less travel and social gatherings, and personalization and trust in brands will be increasingly important. It also suggests that investments in websites and digital marketing will be more important than ever.

1. Driving Strong 2020
Holiday Season Results
How Marketers Can Prepare and Adapt
ERIC ENGE & JIM HERTZFELD

2. 2
Agenda
• Research Overview
• Market Changes and the Importance of Agility
• What Will be Different this Holiday Season
• Which Changes are Here to Stay
• Consumer Buying Behavior and the Need for Brand Trust
• Personalization
• Digital Marketing Investments
• Q&A

3. 33
Research Overview
• Survey to 154 senior executives from enterprise organizations
• B2B, B2C, and B2G
• Industries represented include finance, technology, health, energy, hospitality,
real estate, consumer retail, construction

4. 4
Market Changes
and the Importance
of Agility

5. 5
76% say they can
respond within weeks
or faster.

6. 6

7. 7
What Will be
Different this
Holiday Season

8. 8

9. 9

10. 10

11. 11

12. 12
Which Changes are
Here to Stay

13. 13

14. 14
Consumer Buying
Behavior and the
Need for Brand
Trust

15. 15

16. 16
Personalization

17. 17

18. 18
Digital Marketing
Investments

19. 19
More than 5x as many
brands see website
importance increasing
versus those that see
it decreasing.

20. 20
More than 10x as
many brands see
website investment
increasing versus
those that see it
decreasing.

21. 21

22. 22

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24. 24

25. Questions?