Master in Digital Marketing Management – UPF-BSM Acquire specialized knowledge to manage the digital marketing of your organization. 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 When you analyze the impact that the coronavirus crisis is having on marketing and advertising strategies, you usually end up talking about the consumer market and using it as a guide for a whole. But that market does not work the same as B2B, which not only offers different products but also has a different context.
The crisis is also affecting B2B marketing. In fact, not only have investments been paralyzed or things have been changed, but the scissors of cuts have been applied Liberia Email Lists directly, as a study by McKinsey has shown .Thus, 62% of B2B companies have already made cuts in their marketing budget due to the covid-19 pandemic. That is the general average data, although some countries rank higher. South Korea, the United Kingdom and India are where the most cuts have been made (71% of companies in the first two and 69% in the third).The cut in Spain Spain is very close to those countries that have cut the most. 68% of B2B companies acknowledge that they have reduced their marketing budget due to the pandemic. In Spain, not only are companies above the cutback average, but also below the growth average.
If around the world 20% of B2B companies say that they have increased the marketing budget in this context, in Spain only 14% have done so. Of course, the number of companies that has kept it unchanged is equal to the average. They are 18%.How the B2B market has changed The study has also approached the B2B market in a broader way, analyzing how the sales processes have changed and what elements are now used more in the marketing and sales strategy in the business market. In general, all processes have moved remotely. 90% of the sales processes in the B2B universe are now done using systems such as video conferences and webinars, phone calls and sales through the web. As explained in the conclusions of the study, although there is still a certain skepticism about the potential of this model, just over half of those surveyed admit that they are achieving the same or even better results than before the crisis.
Likewise, everything digital has been reinforced. Companies in the sector recognize that digital interactions are now two to three times more important than they were before. Before the crisis, 52% of sales and marketing managers ranked traditional interactions as most important. Now they are 66%.What is thought about the Spanish market .In Spain, the conclusions of the study make it clear not only that investment has been reduced, but that the remote model is also seen as effective. 98% of the companies have migrated to the network and 60% say that the model is as effective or more than the traditional one (in the previous study they were 39%).Of course, in general, companies are not optimistic about the future, although less pessimistic than a few weeks ago. Only 32% claim to be optimistic about the economic future and 18% are pessimistic (but at the beginning of April it was 23%). In between, it remains 50% neutral.