At least since Corona, the world of work has been hybrid. Fewer and fewer employees are in the office every day, and you rarely see the whole team in one room. This development appears to be having a negative impact on marketing, according to a global study by Optimizely. To do this, Regina Corso Consulting surveyed senior marketers from Australia, Germany, Great Britain, New Zealand, Sweden, Southeast Asia and the USA.
Hybrid work blocks the core competence of marketing
Because what really makes marketing what it is is addressing the right target group at the right time with the right content. Remote and hybrid work inhibits this ability, as stated by 91 percent of respondents. However, the development towards hybrid work does not only seem to slow down the core competence of marketing. In addition, 91 percent of those surveyed stated that hybrid working curbed the development of extraordinary customer experiences.
However, it is precisely the brands whose customer experience stands out from the crowd that are taking off. Driving this forward requires creativity. This “is essential for marketing. Because it produces exceptional marketing campaigns that leave a lasting impression on customers,” said Kirsten Allegri Williams, CMO of Optimizely. However, 93 percent of respondents say their creative ideas were better before the pandemic.
Method
For this study, Regina Corso Consulting, on behalf of Optimizely, surveyed 900 senior marketers worldwide who either work (partly) remotely or have team members who in turn work (partly) remotely. The study only applies to senior marketers with at least 50 employees.
- Australia and New Zealand: n=100
- Germany: n=100
- Great Britain: n=200
- Sweden: n=100
- Southeast Asia: n=100
- USA: n=300
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