TECH BUYER Apr 2020 - IDC Perspective - Doc # US46175320

Marketing Through Uncertainty: Responses for the Coronavirus Crisis

By: Kathleen Schaub, Douglas HaywardResearch Director, Worldwide Digital Strategy and Agency Services

Table of Contents

Executive Snapshot

Figure: Executive Snapshot: Marketing Through Uncertainty — Responses for the Coronavirus Crisis

Situation Overview

Will Marketing Budgets Get Cut?

What Can We Learn from the 2008 Credit Crisis?

Figure: Marketing Budget Changes Compared With Revenue Changes, 2009–2012

Is This Time Different?

Managing Through Uncertainty

Social Distancing and the Impact on Events

Figure: Event Program Spending by Category

Rescue — For 1H20 Events, Save What You Can

Vigilance — For 2H20 Events, Cautiously Plan

Invent — For the Ongoing Future, Make Virtual an Enduring Competency

Advice for the Technology Marketing Leader

Actions for the Immediate Situation

Communicating with Customers

Go-to-Market Adjustments

Preparing for Recovery and the New Normal

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