The Future is Online – Lessons from the Pandemic
The Future is Online – Lessons from the Pandemic
Category: General
The future is online: Lessons learned from the pandemic
Study Shows: Online Marketing Gains Importance
According to a McKinsey study, just under 60% of companies relied on on-site sales teams before the COVID-19 pandemic. This figure has now dropped to 20%. In contrast, web-based interaction—which was already on the rise before the crisis—has increased from 63% to 73%. Similar trends are visible in e-commerce: for companies selling online, e-commerce now accounts for 52% of revenues, compared with 40% before the pandemic.
Branding, Leads, and Content: The Future is Online
Not only have the conditions changed, but so have the needs of the various target audiences with whom companies communicate. Reaching audiences directly, generating leads, and increasing brand awareness—digital media open up a wide range of new possibilities, and companies are ready to refocus their efforts. Decision-makers are already relying heavily on virtual interaction.
This is confirmed by a study from the consulting firm Bain & Company, which found that 92% of B2B companies now prefer digital business relationships—17% more than in May 2020. Procurement has also discovered the benefits of digitalization. According to the study, 79% are convinced of the efficiency of digital sales. Particularly valued are faster and more frequent communication, cost-optimized transactions, and the ability to reach more contacts in a targeted manner.
Conclusion: The Crisis as an Opportunity
It is clear that the shift toward digital B2B marketing has been accelerated, not least due to the COVID-19 pandemic. Virtual solutions are becoming increasingly affordable and effective—even for complex marketing campaigns that combine multiple objectives. A strategic realignment is essential, but companies should also view the crisis as an opportunity: sustainable content strategies, personalized communication, and the targeted use of user-relevant data will become key success factors for the future.
Generating new leads? This largely happens digitally. Virtual events are set to replace traditional trade shows. Building the necessary internal competencies is essential in light of shrinking marketing budgets. Equally important are competent partners who can support the transformation of digital marketing efforts.
