Pessimism is growing among Marketing Directors regarding the second half of 2020, with their expectations regarding market performance, sales and advertising investment at 2008 levels.
This is evident from Wave XXVIII of the Marketing Directors' Expectations Index (IEDM) presented in Madrid, which showed that the most critical value refers to expectations regarding market performance (-4.4). This is followed by investment in advertising (-3.5) and sales expectations of their own companies (-3.2).
The surveys were carried out between May 28 and June 23, 2020 chile number screening through online interviews with Marketing Directors in large automotive, banking, energy, consumer goods, health, insurance, technology, retail and marketing services companies.
They say that Spain will emerge from the crisis in the second half of 2022
Doubts about the market can be seen in their answers to the question: When do you think the current crisis will end? And that of your sector of activity? The majority of the directors consulted indicate that their companies will overcome it at the end of 2021 , while Spain as a country will take another year, with this improvement occurring in the second half of 2022.
Digital media comes out on top
The forecast for marketing investment , on the other hand, is reduced by -6.7%. Within this budget drop, the concepts with the greatest reduction are advertising and personnel costs, and those that will increase will be investment in discounts, brand building and customer relations.
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As for the distribution of advertising investment between online and offline, the mix of online advertising investment has grown significantly compared to 6 months ago, favouring digital media. During the last six months, 5 out of 10 respondents allocated more than 20% of total investment to them, while today, 7 out of 10 respondents assign them the same weight in their budgets.
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