The coronavirus pandemic and the “social distancing” actions taken to control it have resulted in the cancellation of hundreds of trade shows and business-related conferences. One of the COVID-19 casualties was the MarTech West conference that was scheduled for April 15-17 in San Jose, California.
As I am writing this article in late March, the full economic fallout from COVID-19 is not yet known and, in fact, will remain unknown for a while. However, two things are clear. The economic repercussions of COVID-19 will be huge and marketing spending is about to be put under the microscope in ways that we haven’t seen since the “great recession” of 2008-2009.
For years, many advocates of print-based marketing channels and tactics have argued that the physical and tactile nature of tangible marketing materials make them more appealing and persuasive than purely digital forms of communications. Until recently, however, these arguments have been based mostly on instinct or intuition rather than on hard scientific evidence.