Indeed, uncertainty and fear are having a real-world impact. That in turn is affecting the digital ecosystem. How that will play out in the short and longer-term is a question we put to a range of digital marketers. Their responses are diverse but share some themes: the cancellation of conferences, how e-commerce may benefit, the impact on the supply chain and logistics, working remotely and how specific verticals will suffer more than others.

Tom O’Regan, Madison Logic

Industry conferences are either the number one or number two expense line within marketing budgets for enterprise companies. These events are relied upon to generate net new accounts but more importantly, in this environment of product commoditization, retain and grow existing ones. The alignment of sales and marketing teams and their success in executing virtual events and digital engagement will be the difference maker in maintaining growth rates within their organizations. With the right strategy focused on the accounts that matter most, I believe organizations can take advantage of this new environment and potentially excel even more.