{"id":14037,"date":"2020-11-03T12:28:01","date_gmt":"2020-11-03T11:28:01","guid":{"rendered":"https:\/\/inboundcph.dk\/covid-19\/"},"modified":"2024-04-25T07:37:13","modified_gmt":"2024-04-25T06:37:13","slug":"-40","status":"publish","type":"post","link":"https:\/\/inboundcph.dk\/en\/covid-19\/","title":{"rendered":"Are you giving away market share because of COVID-19?"},"content":{"rendered":"<h2>The impact of COVID-19 on marketing<\/h2>\n<p>Content marketing platform Conductor has released an <a href=\"https:\/\/www.conductor.com\/learning-center\/impact-covid-19-marketing-research\/\">new analysis<\/a>, examining the impact of COVID-19 on companies' marketing efforts. The analysis is based on responses from 317 marketers across a wide range of industries and segments, mainly in North America.<\/p>\n<p>In the survey, the entire\u00a0<strong>65 % of all marketers<\/strong>that their <strong>Marketing budget will be reduced\u00a0<\/strong>as a result of COVID-19, while only 7\u00a0<strong>%<\/strong> expect their marketing budget to<b>\u00a0<\/b>increases compared to the period before COVID-19:<\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone size-large wp-image-7810\" src=\"https:\/\/inboundcph.dk\/wp-content\/uploads\/2024\/04\/covid-19-1-2-1024x465.png\" alt=\"\" width=\"1024\" height=\"465\" \/><\/p>\n<p>Despite a large number of reduced marketing budgets, a whopping 36 % of respondents expect their <strong>Marketing goals will be increased<\/strong>and 32 % that their marketing goals will remain at the same level as before COVID-19. This places high demands on companies' marketing efforts:<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-large wp-image-7814\" src=\"https:\/\/inboundcph.dk\/wp-content\/uploads\/2024\/04\/covid-19-5-2-1024x427.png\" alt=\"\" width=\"1024\" height=\"427\" \/><\/p>\n<p>In the event of a global economic downturn, the\u00a0<strong>34 %<\/strong>\u00a0of the respondents increase their <strong>investing in cheaper marketing channels like <a href=\"\/en\/viden\/whats-is-seo\/\">SEO<\/a><\/strong> and 29 % reduce investment in more expensive channels like paid advertising:<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-large wp-image-7811\" src=\"https:\/\/inboundcph.dk\/wp-content\/uploads\/2024\/04\/covid-19-2-2-1024x489.png\" alt=\"\" width=\"1024\" height=\"489\" \/><\/p>\n<p>Respondents were also asked if they think COVID-19 will make it difficult to achieve their marketing goals. <strong>47 %\u00a0<\/strong>believe that their <strong>goals become significantly more difficult<\/strong> to reach, while\u00a0<strong>39 %<\/strong> believes that it will be\u00a0<strong>a bit more difficult<\/strong>. Only <strong>2 %<\/strong> of respondents expect that it will be <strong>much easier<\/strong>:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-large wp-image-7812\" src=\"https:\/\/inboundcph.dk\/wp-content\/uploads\/2024\/04\/cvocid-19-3-2-1024x429.png\" alt=\"\" width=\"1024\" height=\"429\" \/><\/p>\n<p>63<strong> %<\/strong>\u00a0of respondents believe that <strong>SEO will become more important <\/strong>as a result of COVID-19, while only\u00a0<strong>4 %<\/strong> of survey respondents believe that <strong>SEO will become less important<\/strong>:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-large wp-image-7813\" src=\"https:\/\/inboundcph.dk\/wp-content\/uploads\/2024\/04\/covid-19-4-2-1024x444.png\" alt=\"\" width=\"1024\" height=\"444\" \/><\/p>\n<p>The above-mentioned increased focus on SEO is not surprising, as 66 % of survey respondents also said that SEO (organic search) was one of their top performing marketing channels in 2019:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-large wp-image-7815\" src=\"https:\/\/inboundcph.dk\/wp-content\/uploads\/2024\/04\/covid-19-7-2-1024x622.png\" alt=\"\" width=\"1024\" height=\"622\" \/><\/p>\n<h2>What does it mean to you?<\/h2>\n<p>This year's big dilemma is whether to give in to fear and scale back your marketing activities on channels like Google, Facebook, Instagram and LinkedIn, whether to stick with all initiatives or whether to reprioritize the mix of channels to account for new consumption patterns and perhaps new reduced marketing budgets.<\/p>\n<p>Pausing your marketing activities and cutting your budget will help you reduce costs in the here and now.\u00a0<strong>but can you really afford it?<\/strong>\u00a0This can have a negative impact on your business in the long run. If you reduce your online presence, you not only make it difficult for customers to find you, you also make it much easier for your competitors to win your business.\u00a0<a href=\"https:\/\/inboundcph.dk\/en\/viden\/-35\/\">market shares<\/a> - and these market shares can be difficult to win back afterwards.<\/p>\n<p>That's why I want to conclude by encouraging you to carefully consider how to use your marketing budget most effectively during COVID-19. According to the research, many companies are choosing to invest more in SEO, but that doesn't mean it's right for your business. Use data as an important asset when assessing and prioritizing your marketing channels.<\/p>\n<p>If you want an assessment of the profitability of an (increased) investment in SEO, you can qualify for a free <a href=\"https:\/\/inboundcph.dk\/en\/giveaways\/business-case\/\">SEO Business Case<\/a>, showing to what extent SEO is a profitable investment for your business. Follow the aforementioned link and fill out the form on the page for an initial dialog with us.<\/p>","protected":false},"excerpt":{"rendered":"<p>COVID-19&#8217;s indflydelse p\u00e5 marketing Content marketing-platformen Conductor har udgivet en ny analyse, hvor de unders\u00f8ger COVID-19&#8217;s indflydelse p\u00e5 virksomheders marketingindsats.\u00a0Analysen er baseret p\u00e5 besvarelser fra 317 marketingmedarbejdere inden for en bred vifte af brancher og segmenter, hovedsageligt i Nordamerika. I unders\u00f8gelsen svarer hele\u00a065 % af alle marketingfolk,\u00a0at deres marketingbudget bliver reduceret\u00a0som f\u00f8lge af COVID-19, mens [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":15510,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[82],"tags":[],"class_list":["post-14037","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-nyheder_cat"],"acf":{"form":false,"post_short_description":"COVID-19 har revet t\u00e6ppet v\u00e6k under mange virksomheders marketingindsats. Marketingansvarlige bliver tvunget ud i sv\u00e6re valg og prioriteringer: Hvordan skal virksomhedens budgetnedsk\u00e6ringer realiseres? Hvilke marketingkanaler skal nedprioriteres? Og hvilke marketingkanaler skal opprioriteres?  En ny analyse kaster lys over virksomhedernes marketingbeslutninger.","post_authors":[13297],"post_contact_section":{"post_contact_section_employee":13364,"post_contact_section_title":"Kom i dialog med os","post_contact_section_text":"Vi forst\u00e5r, at det kan v\u00e6re en stor beslutning at v\u00e6lge et bureau. Men h\u00e5nden p\u00e5 hjertet \u2013 var vi dig, s\u00e5 havde vi valgt os selv. Vores kunder kalder os Danmarks \u00e6rligste og mest n\u00e6rv\u00e6rende bureau \u2013 og hos os finder du specialister, der mestrer strategi og digital marketing. M\u00e5ske er vi ogs\u00e5 det helt rigtige bureau for dig? Kontakt os & find ud af det."}},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>For\u00e6rer du markedsandele v\u00e6k p\u00e5 grund af COVID-19? \u2013\u00a0InboundCPH<\/title>\n<meta name=\"description\" content=\"COVID-19 har revet t\u00e6ppet v\u00e6k under mange virksomheders marketingindsats. 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