The impact of the Corona crisis on dialog marketing
At the suggestion of one of its members, the Swiss Dialogue Marketing Association (SDV) surveyed its members and other companies interested in the dialogue marketing industry regarding the impact of the COVID-19 pandemic.
The question asked was how they assess the effects of the restrictive measures taken by the federal government due to the Corona pandemic. On the one hand, the current situation and, on the other hand, the assessments for the near future were asked.
The survey shows that companies will adapt quickly to economic changes. The majority of "analog" dialog marketing (DM) is experiencing losses - but not as great as might be expected. Digital DM, on the other hand, is actually seeing increases.
Majority positive expectations for 2021
As far as estimates for the coming year are concerned, most of the companies responding expect business to recover. The "digital providers" in particular expect further increases next year.
Short-time work is an issue
Just over half of the responding companies have requested varying degrees of short-time work between 25-75%. The short-term outlook is estimated to be similarly strong.
Tight liquidity and the reasons for it
One in three respondents sees their liquidity as being at risk. Another third is not sure and the final third sees no problems in its liquidity.
The main reasons for liquidity difficulties are not the restrictions imposed by the authorities, but the resulting or expected decline in demand.
When will things get back to normal?
Personal assessments of the timing of the end of the "Corona crisis" and its economic consequences could not be more different. Respondents expect the "courant normal" to occur in the first quarter of 2021 to the second half of 2022 at the earliest.
The survey was answered in full 54 times, which corresponds to about half of the SDV members. The SDV does not claim any representativeness for the results. Nevertheless, the results would give a valid impression of the state of mind of companies in the dialog marketing industry.
