63% expect data to play an even greater role in marketing activities. 89% see that the corona crisis is forcing organizations to accelerate digitization.
Digital transition is very fast
The corona crisis accelerates digital transitions, as stated by no less than 89% of the surveyed organizations. Due to the crisis, data will play an even greater role in marketing activities according to 63% of the respondents. More than half of companies (53%) expect consumers to easily keep up with this accelerated transition. Privacy and data protection remain important topics for a large majority of organizations: 69% say that the crisis is therefore no reason to take a less critical view of privacy, 16% say that they now pay less attention to this.
More than 80% of organizations in the Dutch data-driven marketing sector expect negative economic consequences of the corona crisis. 60% of the respondents expect turnover to decrease in the next three months. What this means for their own long-term survival chances is difficult to estimate for a large group (41%). In any case, a third party can certainly continue financially for more than 12 months. In almost half of the organizations (49%), the marketing budgets have remained the same for the time being, 42% indicate that the budgets have decreased. Investments in marketing and service continue as planned at 41% of the organizations, while 44% postpone the investments.
Diana Janssen, director of DDMA: “With the DDMA Barometer, we investigated how our members are doing after three months of the corona crisis. The hits are substantial, but there are also bright spots. Many organizations have learned from the previous crisis and are now maintaining their marketing budgets.
Many organizations have learned from the previous crisis and are now maintaining their marketing budgets
A number of organizations even highlight planned investments. The accelerated digital adoption and the further growing role of data in marketing also demonstrate the future-proof character of our sector. The insights from this research are very important to DDMA in order to help our members as well as possible. In the field of knowledge sharing, but also in the conversations we have in The Hague and Brussels. “