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5 to watch this week in digital: Localisation in women’s sports, UK economy speculation & diverting event spend to digital marketing

As we all continue to work business as unusual as a result of the coronavirus, we’ve been taking a look at which stories are dominating the news. From speculation surrounding the UK economy to how female athletes in China are being empowered using localisation. Here’s our five to watch in digital this week…

UK economy could shrink by 35% by June

COVID-19 has undoubtedly had an impact on the economy. The UK’s independent tax and spending watchdog has warned that the economy could shrink by a record 35% by June. The Office for Budget Responsibility (OBR) has released this figure based on the assumption that the current lockdown will last for three months. This information highlights how important it is for businesses to plan strategically for the next few months and to make important changes.

iGaming brands diverting budgets from events to digital marketing

Digital agencies are seeing an increase in iGaming brands diverting their budgets from industry events to digital marketing. European Gaming has found that many have re-routed their budgets from cancelled events to boost B2B communications, digital, and paid media campaigns. With the lack of face to face interactions and missed opportunities to network, more brands are looking for better visibility online and adapting their business to brand awareness goals and campaigns.

Coronavirus: Business as unusual

Marketing Tech have recommended that businesses should still continue with their marketing efforts but not with the same strategy as originally planned. CMO’s believe that the way you respond to a crisis like COVID-19 can have a long-lasting impact on a company’s brand, and it’s important to think carefully about the intent, tone and sensitivity in their marketing.

A new approach to digital marketing measurements

More important than ever, marketers have to be mindful of the impact that technical and regulatory industry changes are having on the way they measure their digital marketing activity. Econsultancy shared a briefing on how marketers need to identify their new business objectives and which measurement methods can work best in the current climate for a more informed approach to business.

Localisation pushes the agenda for women’s sport in China

Brands are imperative in pushing gender equality in sport and according to The Drum, only one out of four female athletes drop out of sports by the time they are 17 in China. Nike released a campaign entitled ‘Back to the Beginning’ which aims to empower young females in China by telling true stories of real athletes who overcame limitations to become world-class athletes. The campaign uses localisation to push their campaign, such as the placement of Shao Ting at Shanghai Library, who was told she couldn’t both get a PHD and become a basketball star, yet she achieved both.

We recognise that this is a difficult time and we are more than happy to help – if you would like help with your strategy planning over the next few months, get in touch by sending us an email to

Tom Pickard - Modo25
Tom Pickard
Tom Pickard - Modo25
Tom Pickard

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