Recovery in 2020? Digital professionals are pessimistic about advertising and optimistic about the digital industry itself

Goodbye to widespread optimism among digital professionals. According to data from the 2nd Wave of the Digital Thermometer against the Covid-19 of nPeople and IAB Spain, there is a general drop in confidence in overcoming the pandemic in 2020 in all sectors, from global economy and society to advertising.

The Covid-19 pandemic and the confinement decreed in its wake continue to take its toll on the digital industry. This is confirmed by the data of the second wave of the Digital Thermometer against the Covid-19 of the consultancy nPeople and IAB Spain, according to which the prospects for recovery in Spain have worsened.

According to the professionals surveyed, the recovery will be slower, especially in the economy, where only 15% believe that we will emerge from the crisis this year, while almost 60% believe that the economy will not recover until 2022 as minimum.

Pessimism has also increased regarding the area of ​​society, where it has gone from 43% who believed in recovery in 2020 in the first wave of the study to 32% in this second wave. In advertising, only 38% are confident of overcoming the crisis in 2020 (compared to 46% in the first wave) and there are already 4 out of 10 professionals who believe that it will be necessary to wait until 2021 to see the light.

Lastly, the digital industry continues to be the sector with the most confidence: 55% believe that the recovery of the industry will come this year, in 2020, although a reduction of 4 points compared to the first wave (59%) is seen. .

Ecommerce, Research and Content Marketing, the most promising disciplines

Looking to the future, there are a series of disciplines that, for professionals, will emerge from the crisis especially reinforced. Teleworking continues to be the one they bet on the most, given the reorganization of the working models that have been experienced during the confinement, although it goes from 90% in the first wave to 87%.

With respect to the previous wave, one of the areas in which the greatest increase in the importance received is seen is eCommerce: almost 70% of professionals believe that e-commerce will end the crisis greatly strengthened. This is yet another proof of the change in purchasing habits and the digitization of the behavior of Spanish consumers during the pandemic.

On the other hand, the value of research (Research) is backed by 33% of professionals, also registering growth compared to the first wave. In the words of David Sánchez, CEO at nPeople, “Given the uncertainty, we are registering an increase in confidence in research, at a time when using data to anticipate and improve decision-making is crucial.”

Finally, the third discipline in which its projection is improved after the Covid-19 crisis is Content Marketing, according to 27% of professionals. After the devastating economic impact on advertisers and the drop in advertising investment in Spain, content marketing will be reinforced and will be an option for companies to impact users again through quality content.

A future based on collaboration

Although the prospects for recovery are not very encouraging across the board, professionals agree on the need to take urgent measures, where the most valued initiatives are the granting of lines of credit to the self-employed (7.3) and the commitment of advertisers for maintaining advertising investment (7), among others.

Even so, the average mark of the proposed measures falls in general, although a new one bursts forth with force: coordination of recovery actions with other sectors, valued at 7. Therefore, for professionals, the union makes force, and they clearly demand an inter-industrial collaboration.

In addition, when asked what would be the first step they would take if they were Ministers of Digital Industry, the respondents have bet mainly on public investment in the digital transformation of the economy, the digitization of society and education, and the decline tax in the digital industry.

Ultimately, it seems that professionals rely above all on a collaborative model and on the power of digitization as an engine for change and recovery. We will have to wait to see if the demands are met and if we indeed emerge from this crisis stronger, more united and in a more advanced stage of digital transformation.