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Feature


Communications & Marketing


Will Covid-19 rewrite the business rulebook?


Tim Witcherley (pictured), managing director of Cognition Agency, explains why digitial marketing is now more important than ever.


forced, whether we like it or not, to finally make our reliance on technology official, in the form of project management tools, video conferencing platforms and other cloud-based software. Isolation and social distancing


T


measures have made the virtual, personal. The app Houseparty, for instance, a digital app for socialising and hosting virtual gatherings, went from 130,000 downloads a week to over two million. The world, with all of its infinite variety, moved onto a screen. Business suffered – severely. The


FTSE 100 dropped by 26.6 per cent between January and April. Organisations across the UK were forced to furlough employees as a response to dramatic and unexpected drops in revenue. Whether we knew it or not, we were in the middle of a ‘black swan’ – an unpredictable, extremely rare event that can cause catastrophic damage on a global scale. And then, as the dust settled, a pattern emerged. It was the businesses that had


stalled on going digital, who had held back on building a digital platform, who were most vulnerable. Without the adaptability and agility of digital


56 CHAMBERLINK May 2020


he global social and economic impact of Covid-19 are unparalleled. We’ve been


‘Recent times prove to us once and for all just how fragile we are unless we move with the times and build something lasting, with real value to our customers – and to build it where they actually are’


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