companies

47% of companies increased investment in Digital Marketing

The pandemic accelerated the impact of digital on the communication and marketing activity of companies, which are increasingly betting on tools such as Email Marketing, Social Media Ads, or Social Networks.

This is one of the conclusions of a new joint study by multidados.com – the research agency and Guess What. The new survey reveals that 47.2% of companies increased their budget for Digital Marketing actions. 39.6% of the companies also claim that advertising media have been replaced by digital media in their communication actions. However, 43.8% consider that there will be no need for more skills in this area.

74.2% of the surveyed companies do not have a marketing department in their organization, and the communication methods used reflect the increasing weight of digital in the companies’ activity. The main tools used will become, following the respondents, Email Marketing (57.8%), Social Media Ads (52.8%), Social Networks (38.0%), Online Ads (29.4%), and Events (28.2%). All of these tools increased between 2020 and 2021, with the exception of events, which were previously used by 39.2% of companies.

In an atypical year and with many restrictions due to the pandemic caused by Covid-19, 68% of Portuguese companies say that Covid-19 had much or quite an impact on the operations of their organizations, with 59.8% of companies having physical space (store) to affirm that the sales volume decreased. Among the companies that have purchases through their own website, 31.2% also registered a drop in revenues. Only 5.0% of the surveyed companies implemented a delivery system motivated by Covid-19, with 17.5% already having a delivery system.

For the future, the surveyed companies believe that the main trends that will be verified in the behavior of the Portuguese will include: purchase more focused on the essential (53.2%), purchases more sensitive to price (47.5%), purchases more sensitive on well-being (26.6%), reduction in shopping moments (25.9%) and new online shopping methods, such as social networks (22.5%).

The results of the study were based on responses from companies in various areas of activity, including construction/equipment (12.6%), customer service (10.0%), accounting and finance (6.2%), health (6.2%), among others. 43.0% of companies operate in both the B2B and B2C markets.

This study was carried out using the CATI (Telephone) and CAWI (online) methods, with a random selection of companies/professional activities based in Portugal. 500 responses were collected and validated between January 15th to February 26th, 2021.

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