The corona crisis continues to spread. The current numbers are increasing and the new lockdown “light” is pushing many companies to their limits. Even if the government beckons with numerous rescue packages, the future is questionable. Because the corona crisis will definitely be with us for a long time. After all, no vaccine has really been tested on the market yet. And even if different vaccines are actually available in the next year, they still have to be vaccinated. In other words: The whole of 2021 will almost certainly not bring any real relief from the corona crisis.
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While some companies see the corona crisis as a real opportunity and open up new markets, other areas are reaching their limits. The entire travel sector, the leisure industry, sport, art, culture … Almost everything that brings joy and makes life worth living in the first place lies on the ground. We don’t even want to imagine what that means for all of us in the long term. But there is no doubt that this also has an impact on marketing and media planning. Both will change permanently due to the corona crisis. But in which direction? There is no question that digitization is a big winner.
In the run-up to Dmexco, Messe Köln asked 500 communication, marketing and PR experts in Germany about their plans for 2021 online. The survey period was August / September 2021. According to this, search engines, social networks and audio / video platforms in particular can currently hope for more advertising income. In addition, 37% of those surveyed stated that they would like to invest more advertising money in the above-mentioned channels in the coming year than this year. However, the majority (40%) plan not to spend any more money on advertising on any channel in 2021 (Source: horizon).
Conversely, this unfortunately also means a decline in sales for traditional channels such as print, outdoor advertising and TV. Especially since, according to the “Dmexco study”, a slight slump in total spending across all channels is likely to be expected. However, at the time of the survey, 45% of those surveyed had not yet planned their advertising expenditure for 2021 or had only rudimentarily planned.
To what extent the ongoing corona crisis will influence and change advertising budgets remains to be seen. In August / September, most marketers certainly did not expect such a worsening of the pandemic situation, as is unfortunately the case at the moment. The expenditure planned so far is therefore also questionable and the overall situation can hardly be assessed.
In any case, ADVERITAS GmbH will be happy to reliably assist you with all planned measures in the field of design, internet and advertising. We can be reached at any time during the corona crisis and are on duty for our customers.
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