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August 06, 2020

Simon Cowart


VP of Growth

This article originally appeared in O’Dwyer’s PR.

With marketing budgets tightened, internal communications programs facing big cuts and tradeshows put on hold, marketers in the tech world see a clear path forward in marketing new product and service offerings on digital outlets, according to the latest edition of an annual report released today by Atlanta-based tech PR shop ARPR.

One thing’s for sure: it appears events are out for as a priority for tech brands for the foreseeable future. Seven percent of respondents said their companies have already decided not to participate in the tradeshow circuit in 2021, and nearly half (49 percent) said they’re currently unsure if their companies will attend tradeshows and conferences if they resume next year.The report, which sought to uncover what priorities, resources and strategies tech marketers will focus on in 2021 and how their tech PR and marketing budgets will be utilized going forward, found that after an entire quarter of online-only marketing, an overwhelming number of tech marketers polled (97 percent) said they’ve “definitely” or at least “somewhat” been able to prove the value of digital marketing to executives during the COVID-19 pandemic.

When asked where tech marketers would reallocate their budgets in the event that tradeshows and conferences don’t return to normal, content marketing and paid digital ads shared the number-one spot, followed by virtual events, media relations, SEO and traditional advertising.

ARPR’s “Data Report: Marketing in a Post-Covid World” report was based on data collected in June. and surveyed marketers at more than 100 tech companies, including enterprise brands, growth-stage companies and startups representing companies such as Amazon, Cox Communications, Rackspace and others.