In January 2020, Sortlist released its first marketing barometer, and the conclusion was striking: marketing has changed more in 2019 than in the previous 50 years. The evolution of this field, which is mainly characterized by an increasing complexity and specialization of tasks, is only accelerating. And the crisis we are going through today is intensifying this phenomenon, so much so that our latest barometer has become obsolete, barely two months after its publication!

It has been two months since the COVID-19 crisis hit Europe hard, and beyond the health aspect involved in this crisis, the economic consequences are already beginning to be felt by a large number of companies.

It is in this context that we asked ourselves a question: how has the Wuhan coronavirus impacted the marketing landscape so far?

In two months, we have seen notable developments in the marketing field and this article seeks to present which expertises are suffering the most from the crisis we are going through, and which expertises are in greater demand than usual. Because we help companies to partner with the best marketing providers, we are perfectly positioned to measure market developments and understand what the trends are.

If you are a marketing professional, knowing such information could allow you to adapt your offer and services to better meet market demand and thus get through the crisis more easily.

The Impact of COVID-19 on Marketing 🔎

Methodology

In order to determine this impact as accurately as possible, and to be able to provide you with the best possible information, we have compared the number of projects that have been submitted to Sortlist in 2019 with the number of projects that we have received between February and April 2020, for the 15 expertises that are generally the most requested on our website.

Concretely, to make this comparison between 2019 and the February-April 2020 period, we looked at the percentage that each expertise represented among the total number of projects posted on our platform.

To take an example: In 2019, the number of projects posted related to event marketing expertise represented 6.4% of all the projects we received. However, over the last two months, this expertise represented only 3.5% of the projects that were posted on Sortlist. This means that this expertise has seen a 45% drop in demand over the last two months, compared to the results it had in 2019.

In addition, you should know that we have made this comparison on several scales:

1. For all the countries where Sortlist is active ;
2. A focus on Belgium, France, Spain, Germany and the Netherlands;
3. A focus on the international level, excluding the 5 countries mentioned above.

Growth by expertise – All countries combined

covid_all_countries

Here you can see that the demand for web applications, e-commerce sites, SEO and digital strategy is on the rise. On the other hand, event marketing, mobile application creation and online advertising expertise is crashing by at least 30%.

medi1
Vertical3 Media
Miami, United States
5/5 - 6 recommendations
BrandingAdvertisingMarketingDigital Strategy
Discover the agencyarrow_forward
swc1
SWC Partnership
London, United Kingdom
5/5 - 9 recommendations
E-commercePublic RelationsAdvertisingMarketingDigital Strategy
Discover the agencyarrow_forward
reflex1
reflexgroup
London, United Kingdom
5/5 - 0 recommendation
BrandingPublic RelationsAdvertisingMarketingDigital StrategyWebsite Creation
Discover the agencyarrow_forward
about1
The Marketing Store
London, United Kingdom
5/5 - 0 recommendation
BrandingMarketingWebsite Creation
Discover the agencyarrow_forward
havas1
Socialyse Belgium
London, United Kingdom
5/5 - 0 recommendation
Marketing
Discover the agencyarrow_forward
op1
POP Communications
Dubai, United Arab Emirates
5/5 - 2 recommendations
Public RelationsMarketing
Discover the agencyarrow_forward
place1
Sandpaper
Dubai, United Arab Emirates
5/5 - 5 recommendations
BrandingPublic RelationsMarketingDigital StrategyWebsite Creation
Discover the agencyarrow_forward
bruce1
Bruce Clay MENA
Dubai, United Arab Emirates
5/5 - 0 recommendation
AdvertisingMarketingDigital Strategy
Discover the agencyarrow_forward
roots1
Grassroots creative agency
Dubai, United Arab Emirates
5/5 - 10 recommendations
E-commerceMarketingDigital StrategyWeb DesignWebsite Creation
Discover the agencyarrow_forward
ofisi1
Iletisim Ofisi PR
Istanbul, Turkey
5/5 - 0 recommendation
Public RelationsAdvertisingMarketingCommunication
Discover the agencyarrow_forward
digit1
TRENDS Digital
Bangkok, Thailand
5/5 - 0 recommendation
MarketingDigital Strategy
Discover the agencyarrow_forward
media1
Asia Media Studio
Bangkok, Thailand
5/5 - 10 recommendations
BrandingMarketingWebsite Creation
Discover the agencyarrow_forward
serv1
Aura media
Bangkok, Thailand
5/5 - 4 recommendations
BrandingMarketingDigital StrategyWebsite Creation
Discover the agencyarrow_forward
found1
Foundeast
Bangkok, Thailand
5/5 - 2 recommendations
BrandingPublic RelationsAdvertisingMarketingDigital Strategy
Discover the agencyarrow_forward
seo1
Vault Mark
Bangkok, Thailand
5/5 - 8 recommendations
E-commerceMarketingWeb Development
Discover the agencyarrow_forward
demo1
Demodia
Saint Gallen, Switzerland
5/5 - 4 recommendations
MarketingDigital StrategyWebsite Creation
Discover the agencyarrow_forward
wf3
Watson Ferguson Marketing Agency
Cape Town, South Africa
5/5 - 13 recommendations
BrandingAdvertisingMarketingWebsite Creation
Discover the agencyarrow_forward
evol1
EvolveDigitas
Singapore, Singapore
5/5 - 5 recommendations
E-commerceBrandingPublic RelationsAdvertisingMarketingDigital StrategyWebsite Creation
Discover the agencyarrow_forward
dfw1
Dfw Creative Pte ltd
Singapore, Singapore
5/5 - 0 recommendation
BrandingPublic RelationsAdvertisingMarketingDigital Strategy
Discover the agencyarrow_forward
au1
Autonomy
Singapore, Singapore
5/5 - 0 recommendation
BrandingPublic RelationsMarketing
Discover the agencyarrow_forward
ab1
ab4.systems
Singapore, Singapore
5/5 - 26 recommendations
BrandingAdvertisingMarketingDigital StrategyWebsite Creation
Discover the agencyarrow_forward
right1
Right Click
Riyadh, Saudi Arabia
5/5 - 0 recommendation
E-commerceBrandingPublic RelationsAdvertisingMarketingDigital StrategyWebsite CreationWeb Development
Discover the agencyarrow_forward
blen1
Creative Blend
Riyadh, Saudi Arabia
5/5 - 1 recommendation
BrandingPublic RelationsAdvertisingMarketingDigital StrategyWebsite Creation
Discover the agencyarrow_forward
di1
Dice Marketing and Advertising
Riyadh, Saudi Arabia
5/5 - 1 recommendation
BrandingAdvertisingMarketingWebsite Creation
Discover the agencyarrow_forward
your
diARK
Bucharest, Romania
5/5 - 3 recommendations
E-commerceBrandingPublic RelationsAdvertisingMarketingWebsite CreationWeb Development
Discover the agencyarrow_forward
we1
Destinare Marketing Group
Doha, Qatar
5/5 - 1 recommendation
BrandingAdvertisingMarketingWebsite CreationWeb Development
Discover the agencyarrow_forward
ngp1
NGP Integrated Marketing Communications
Pasig, Philippines
5/5 - 0 recommendation
Public RelationsMarketingDigital Strategy
Discover the agencyarrow_forward
gohan2
Gohan Concepts
Taguig, Philippines
5/5 - 12 recommendations
BrandingPublic RelationsAdvertisingMarketingContent MarketingWeb Development
Discover the agencyarrow_forward
artx1
ArtX Pro
Karachi, Pakistan
5/5 - 3 recommendations
MarketingDigital StrategyWebsite CreationWeb Development
Discover the agencyarrow_forward
redoy1
Redoya – Smart digital branding agency
Lahore, Pakistan
5/5 - 1 recommendation
E-commerceBrandingMarketingDigital StrategyWebsite Creation
Discover the agencyarrow_forward
do1
DOINGSOON
Lagos, Nigeria
5/5 - 6 recommendations
BrandingAdvertisingMarketing
Discover the agencyarrow_forward
somos
Impala
Mexico City, Mexico
5/5 - 0 recommendation
MarketingDigital StrategyWebsite Creation
Discover the agencyarrow_forward
gold1
Expresa3
Santiago de Querétaro, Mexico
5/5 - 3 recommendations
BrandingAdvertisingMarketingDigital Strategy
Discover the agencyarrow_forward
dosis1
SOBREDOSIS
Mexico City, Mexico
5/5 - 0 recommendation
BrandingAdvertisingMarketingDigital Strategy
Discover the agencyarrow_forward
vos1
Avocado Creativos
Merida, Mexico
5/5 - 2 recommendations
BrandingAdvertisingMarketingDigital StrategyWebsite Creation
Discover the agencyarrow_forward
maroon2
Maroon studio sdn bhd
Kuala Lumpur, Malaysia
5/5 - 0 recommendation
E-commerceAdvertisingMarketingDigital StrategyWebsite Creation
Discover the agencyarrow_forward
360
Brand 360 Degree Sdn Bhd
Kuala Lumpur, Malaysia
5/5 - 4 recommendations
BrandingAdvertisingMarketingDigital StrategyWebsite Creation
Discover the agencyarrow_forward
n2
Norhafiz Digital Marketing Agency
Kuala Lumpur, Malaysia
5/5 - 0 recommendation
E-commerceAdvertisingMarketing
Discover the agencyarrow_forward
wave
Caspian Digital Solutions
Petaling Jaya, Malaysia
5/5 - 5 recommendations
E-commerceBrandingAdvertisingMarketingDigital Strategy
Discover the agencyarrow_forward
dopoage2
LoDoPage Services
Puchong, Malaysia
5/5 - 2 recommendations
E-commerceBrandingAdvertisingMarketingWebsite Creation
Discover the agencyarrow_forward
enfant2
Gust-agency
Kopstal, Luxembourg
5/5 - 3 recommendations
E-commerceBrandingAdvertisingMarketing
Discover the agencyarrow_forward
totals1
Totals Marketing & Business Solutions
Kuwait City, Kuwait
5/5 - 0 recommendation
BrandingAdvertisingMarketing
Discover the agencyarrow_forward
yamal1
Yamal Media
Kuwait City, Kuwait
5/5 - 0 recommendation
BrandingAdvertisingMarketingWeb DesignWeb Development
Discover the agencyarrow_forward
002
Poixel
Kuwait City, Kuwait
5/5 - 2 recommendations
BrandingMarketingDigital StrategyWebsite Creation
Discover the agencyarrow_forward
95
Morph Visuals
Nairobi, Kenya
5/5 - 1 recommendation
BrandingAdvertisingMarketingDigital StrategyWeb Development
Discover the agencyarrow_forward
56
Lokal Vokal
Central Jakarta, Indonesia
5/5 - 0 recommendation
BrandingAdvertisingMarketingDigital StrategyWebsite Creation
Discover the agencyarrow_forward
45
ChubbyRawit Digital Marketing Agency
South Jakarta, Indonesia
5/5 - 10 recommendations
BrandingAdvertisingMarketingDigital StrategyWeb Development
Discover the agencyarrow_forward
30
FMG
West Jakarta City, Indonesia
5/5 - 5 recommendations
BrandingAdvertisingMarketingWebsite CreationWeb Development
Discover the agencyarrow_forward
22
Shrex Design
Mumbai, India
5/5 - 5 recommendations
BrandingAdvertisingMarketing
Discover the agencyarrow_forward
16
Alpasbox
Delhi, India
5/5 - 6 recommendations
MarketingDigital Strategy
Discover the agencyarrow_forward
14
Rethink User Experience Pvt. Ltd.
Chandigarh, India
5/5 - 7 recommendations
MarketingWeb DesignWeb Development
Discover the agencyarrow_forward
11
Fervent Digital
New Delhi, India
5/5 - 0 recommendation
BrandingMarketingDigital StrategyWebsite Creation
Discover the agencyarrow_forward
07
Eventist
Kowloon, Hong Kong
5/5 - 0 recommendation
MarketingDigital Strategy
Discover the agencyarrow_forward
06
Taksu Digital
Hong Kong, Hong Kong
5/5 - 8 recommendations
BrandingMarketingDigital StrategyWebsite Creation
Discover the agencyarrow_forward
04
DSIGN Branding
Hong Kong, Hong Kong
5/5 - 2 recommendations
MarketingDigital Strategy
Discover the agencyarrow_forward
veloma
heydaysss
Hong Kong Island, Hong Kong
5/5 - 6 recommendations
MarketingWeb Development
Discover the agencyarrow_forward
ki
4HK
Hong Kong Island, Hong Kong
5/5 - 5 recommendations
MarketingDigital Strategy
Discover the agencyarrow_forward
gendarme
Fisheye Solutions
Giza, Egypt
5/5 - 3 recommendations
BrandingMarketingDigital Strategy
Discover the agencyarrow_forward
citrus
sendian creations
Al Maadi, Egypt
5/5 - 6 recommendations
MarketingWeb Development
Discover the agencyarrow_forward
mangue
Arrows
6th of October City, Egypt
5/5 - 0 recommendation
BrandingMarketing
Discover the agencyarrow_forward
bonbon
INETWORK Middle East
New Cairo City, Egypt
5/5 - 8 recommendations
MarketingDigital StrategyWebsite Creation
Discover the agencyarrow_forward
ses
WebbingStone
6th of October City, Egypt
5/5 - 13 recommendations
MarketingDigital StrategyContent MarketingWeb Development
Discover the agencyarrow_forward
jjjjjjj
Indigo Media
Qism El-Nozha, Egypt
5/5 - 0 recommendation
BrandingMarketing
Discover the agencyarrow_forward
aaaaaa
Ad Value Marketing Agency
Cairo Governorate, Egypt
5/5 - 2 recommendations
BrandingMarketing
Discover the agencyarrow_forward
lilliliil
O2 Media Group
Giza, Egypt
5/5 - 14 recommendations
MarketingDigital StrategyWeb Development
Discover the agencyarrow_forward
hihi
New Step Media
Ad Doqi, Egypt
5/5 - 10 recommendations
Marketing
Discover the agencyarrow_forward
capture789
Essencius A/S
Copenhagen, Denmark
5/5 - 4 recommendations
BrandingMarketing
Discover the agencyarrow_forward
capture70
Full Media
San José, Costa Rica
5/5 - 0 recommendation
MarketingSales
Discover the agencyarrow_forward
riviera
Riviera Events
Shanghai, China
5/5 - 0 recommendation
Event MarketingMarketingWeb Design
Discover the agencyarrow_forward
Techsoft Web Agency
Douala, Cameroon
5/5 - 0 recommendation
MarketingWeb DesignWebsite Creation
Discover the agencyarrow_forward
capture100
The Idea Consultancy
Phnom Penh, Cambodia
5/5 - 4 recommendations
MarketingDigital StrategyWebsite CreationWeb Development
Discover the agencyarrow_forward
Jaroudi Media
Manama, Bahrain
5/5 - 0 recommendation
MarketingDigital Strategy
Discover the agencyarrow_forward
capture33
Nirof
Comuna 14, Argentina
5/5 - 1 recommendation
Marketing
Discover the agencyarrow_forward
Barzza
Bella Vista, Argentina
5/5 - 0 recommendation
MarketingCommunication
Discover the agencyarrow_forward

Growth by expertise – France, Belgium, Spain, Germany and the Netherlands

These 5 countries are our native markets, that’s where we are the most active, hence the fact that we pay more attention to them. Here we can develop different assumptions to interpret these trends.

First of all, the increase in demand for web applications, e-commerce, digital strategy, and website creation could be linked to the confinement that these countries are going through. Concretely, the impossibility of making offline sales, in stores for example, seems to push companies to rely much more on their online presence to compensate for the losses induced by the confinement.

But on the other hand, investments in online advertising are declining. Even if it may seem contradictory, we believe that this is linked to the fear of making advertising investments that would not have a positive ROI. Nothing could be more logical: in these times of uncertainty, financial resources are more valuable than ever.

In terms of content strategy, the boom can be explained by the containment as such. Given that the vast majority of people from these countries are locked up at home, online content consumption has exploded and there are abnormally high traffic spikes. Confinement is leading to a situation where there has rarely been so much attention on the Internet, and especially so many people asking to consume content. From this point of view, if demand is increasing, it seems normal that companies want to position themselves to meet it, and to do so by producing their own content.

Regarding the drop in mobile application development, we can hypothesize that it comes from the fact that the highest priority of the moment is to move from an offline to an online operation. Thus, it seems plausible that the increase in demand for e-commerce and digital strategy may be detrimental to the expertise specific to mobile development.

Unsurprisingly, event marketing is of course on the decline, given that gatherings are currently prohibited.

Finally, for graphic design as well as branding & positioning, it seems that their fall is linked to the fact that marketers are focusing much more on short-term strategies. This makes sense, in times of crisis, the priority is not to establish a brand, but to keep the company afloat, and for this, it is short termism, pragmatism and efficiency that prevail.

Growth by Expertise – International

covid_intl

Internationally, i.e. excluding France, Belgium, Spain, Germany and the Netherlands, it is once again the event marketing sector that is experiencing the most drastic drop, and rightly so. Conversely, E-Commerce is experiencing remarkable growth, followed by demand for web applications and SEO.

Conclusion

What can we learn from this information? The demand for expertise in SEO, e-commerce, content strategy and web applications is growing, and rightly so: companies need to be able to gain online visibility and put in place tools that allow them to sell their solutions effectively, to compensate for the loss induced by the confinement we are going through. And they need to be able to do this while minimizing their advertising costs, hence the fact that the demand for advertising and online advertising has fallen over the last two months, compared to 2019.

All of these trends we have seen are consistent with the slowdown in offline commerce and the acceleration of the digital transformation that has already been observed for some time. The only difference being that this COVID-19 crisis puts businesses in a situation where their digital transition must be faster and more painful than expected.

In a marketing world that is not only changing faster, but also stronger, it is more important than ever to be able to remain agile by collaborating with hyper-specialized partners, and this crisis is a good reminder of that.

Sortlist was born in such a context and is better placed than anyone else to observe these changes. In just two months, the transformations have been radical, and that’s why we will continue to help marketers be more agile than ever by allowing them to partner with the best players in the marketing world. Anytime, anywhere, for any need.