In our previous post we talked about the need and importance of adjustments. In order for an organization to choose the most appropriate direction for its new strategy, tools are needed. One of the most traditional and timeless effective tools of this type is the market poll.
Through such tools one can detect trends that will show her/him possible new paths. At the same time, however, they can illuminate aspects that usually remain in the background. A typical example is the COVID-19 Marketing Report that run in recent months.
All the findings are extremely interesting, as they eloquently capture the impact of the pandemic on the market. It is worthwhile, however, to dwell on some points that illuminate the flip side, possibly pointing out the ways in which a crisis can present opportunities. Three such points stand out.
The first – and arguably most expected – is the particularly high percentage of consumers, worldwide, who have increased their online shopping. This percentage ranges from an impressive 62% in the US to 32% in Germany but shows a clear shift in consumption to its virtual form.
The second element that impresses is the upward trend of the telecommunications industry, mainly in the USA. The ad spending of companies in the sector on social media is up 12% this year compared to 2019, while for 2021 the corresponding spending is expected to increase by an additional 23%!
The third point that catches the eye is that, contrary to what one would expect, 34% of respondents have shifted social time from Instagram to Twitter! This is presumably because of the Twitter’s news-focus. In conclusion, the increased demand for information/news and the virtual forms of communication and activity stand out as trends and undoubtedly show the way to anyone who is interested to see it.
