Course on e-Marketing at CEF.- Center for Financial Studies To learn about E-Marketing, identify the strategies, their implementation and their success stories Monographic course on Internet Law at CEF.- Center for Financial Studies Know the legal responsibilities that exist in the digital environment to protect your company It is quite clear that the coronavirus crisis is going to affect the advertising and marketing market. In fact, it is already affecting and changing things. Ad spend has already been reduced, paused, or eliminated. Marketing strategy has had to readjust and change the tone, and marketers take it for granted that it will also be weighed down by cutbacks in investment. And, although the situation is unprecedented and we do not have a mirror to look at ourselves (using the 1918 flu pandemic is not very efficient in understanding how it will impact companies and their marketing and advertising strategy), there is who are using the 2008 crisis as an element to study what may happen.

The Great Recession was a Netherlands Phone Number List market shock and a brutal blow to marketing and advertising – one so significant, in fact, that investment in some areas never fully recovered. Seeing what happened then could help you predict what might happen now, or perhaps not at all .As eMarketer has just shown in a study , as tempting as it is to use historical data on the economic crisis of the past decade to analyze what will happen to the advertising and digital marketing market, it is not very tight and very effective .The differences between the two situations are very important, but so is the starting state of the market. What happened then and what happens now have little to do, apart from the fact that there has been a stop in the economy and it is ventured that the consequences will be a contraction in spending. The differences between then and now Why, therefore, cannot one situation be used as a guide against another? The first big difference between the crisis then and now is in the calendar, in its very nature.

The recession was something “in a certain way expected”, they point out from eMarketer. Analysts had been predicting it was going to happen for months. On the contrary, no matter how much debate there may be about prevention by governments, the scale of the current crisis and the fact that millions of people were going to have to stay at home is something that was not seen coming. It is not expected that something so vast and brutal would happen and nobody prepared their production lines for this situation. All this means that thinking that it is possible to read in a crisis what will happen with the digital strategy in the framework of the other is not really effective. The second big difference is in the digital landscape itself. This crisis implies a change in the uses of citizens as spectators, as consumers of digital media. The study starts from the American case, so they still have questions and not so much statistics. European data already make it clear that during these days the consumption of online media and online content platforms has skyrocketed. The third point that e-Marketer brings is in the very nature of the online advertising market. Things no longer operate the way they did. In 2008 they were still working with budgets closed in advance, also in the internet world.

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