Why you should not put marketing activities on hold during Covid-19 and what to focus on when budgets are cut
A data analysis of publications' web traffic shows now is not the time to avoid marketing activity. The B2B media is more read now than it was before the pandemic. And, as the 2008 recession showed, if you stop supporting them through not just adverts, but through high quality content, you risk losing market share that takes years to recover.
The Data Tells a Clear Story
Our analysis of over 500 B2B publications shows a 47% increase in readership since the pandemic began. Professional audiences are consuming more content than ever before as they navigate unprecedented change and seek insights to guide their decisions.
This mirrors patterns we observed during the 2008 financial crisis. Brands that maintained or increased their marketing presence during the downturn emerged with stronger market positions. Those that went dark took an average of 3-5 years to regain their pre-crisis market share.
What History Teaches Us
During the Great Depression, Post cereal increased advertising while competitors cut back. By 1930, Post had become the dominant player in the category. The same pattern repeated in 2008 when Amazon grew its marketing spend by 28% while competitors retrenched. Today, Amazon's dominance needs no explanation.
Where to Focus When Budgets Are Tight
If budget cuts are unavoidable, be strategic about where you maintain presence:
1. Content Marketing and PR: These channels offer the best ROI during downturns. Quality content positions you as a thought leader when your audience needs guidance most.
2. Digital Channels: With lower costs and better targeting than traditional media, digital allows you to maintain presence efficiently.
3. Customer Retention: It costs 5x more to acquire a new customer than retain an existing one. Focus on keeping your current customers engaged and supported.
The Content Opportunity
With journalists and editors hungry for quality content and reduced PR activity from competitors, there's never been a better time to gain share of voice. Our data shows that PR pitches are 3x more likely to be picked up now than pre-pandemic.
Focus on providing genuine value: insights, data, expert commentary, and solutions to current challenges. Avoid overtly promotional content – audiences are particularly sensitive to tone-deaf marketing right now.
Measuring What Matters
In uncertain times, measurement becomes even more critical. Track not just volume metrics but quality indicators:
- Engagement depth (time on site, pages per session)
- Sentiment shifts
- Share of voice vs. competitors
- Content performance by topic
- Lead quality, not just quantity
The Long Game
Marketing during a crisis isn't about immediate returns – it's about positioning for the recovery. Brands that maintain presence and provide value during difficult times build trust and loyalty that pays dividends when markets rebound.
The data is clear: now is not the time to go dark. Whether through earned media, owned content, or carefully selected paid channels, maintaining your marketing presence is an investment in your future market position. History shows us that fortune favors the brave – and the consistent.