The annual meeting of the Union DNA Digital Marketing Group was held with the focus on “Analysis of Iranian market developments in the context of Corona and sanctions.” At the event, it was announced that Corona had increased its online shopping and now about 9% of the capital’s residents make their purchases online. In the continuation of this meeting, the managers of this group also expressed their opposition to the plan to protect the parliament and spoke about the negative consequences of this plan on the field of digital marketing.
In this meeting, which was held virtually, “Nasser Pashapour Niko”, CEO of the Union DNA Group, “Mohammad Mousavi”, a member of the Board of Directors, and “Kamyar Emami”, CEO of the Today Market and Media Research Company (EMRC) They gave a speech.
Asked by Digiato what the impact of the parliamentary protection plan would be on digital marketing, Pashapour said he opposed the plan, saying that by restricting the internet, we would be dealing with the lack of alternative media on social networks such as Instagram. He said about this:
“A plan like the protection plan in a country that is not sanctioned does not pose a particular problem. The main problem of this plan arises when foreign companies are unable to establish a representative in our country due to sanctions. “On the other hand, the Internet is based on the free flow of information, and imposing any restrictions on this free flow, whether in the form of filtering, reducing bandwidth or other methods, is against this flow.”
Pashapour stressed that the lack of adequate infrastructure is a major problem that could disrupt the country’s digital marketing if the protection plan is approved and implemented:
“We do not have a replacement for Instagram at the moment. Rubika is trying hard to take over this position but does not have enough infrastructure. “So in terms of advertising and marketing, our biggest problem is the lack of adequate infrastructure to replace social media.”
Pashapur went on to say that he believes that today’s digital advertising is moving towards influencers rather than sites and applications for which there is no specific organization yet. With this account, influencers can play a very important role in online advertising and help businesses sell more in the future. But if social networks such as Instagram are restricted, the work of influencers will also be disrupted.
Following the meeting, “Mohammad Mousavi”, a member of the board of directors of the DNA Group of the Union, in response to Digito’s question about the effects of Corona on the country’s digital marketing, said that during this period, digital businesses flourished and VOD services played a role. They have found more color in the country’s digital marketing portfolio:
“With the intensification of Corona, the popularity of Internet platforms, including VOD services such as Filimo and Namawa, has increased. Social media usage has also reportedly increased by more than 40% over the same period, which means that digital businesses have flourished more.
But in my opinion, this issue has not affected the amount of digital marketing and marketing activities, and traditional media are still at the forefront of advertising activities. “However, in the case of new platforms such as VODs, which have recently emerged, it can be said that marketing activities have increased and now we can consider them as a new part of the country’s marketing portfolio.”
According to a report presented at the press conference, Iran experienced a significant decline in GDP growth during the corona and sanctions, so that in 1998, GDP in the oil sector experienced a negative growth of 353%. During this period, under the influence of this negative growth, GDP decreased by 6.8%. Also, the shrinking trend of Iran’s economy continued with the beginning of the Corona epidemic and in the spring of 1999, with a decrease of 3.5 percent.
The most important consequence of the crisis was that the national currency depreciated sixfold against the dollar in 1995. According to the latest statistics, about 73% of Tehranian households make their major purchases at least once a month, which is an average of each visit for bulk purchases. The amount of 740 thousand tomans will be paid.
About 9% of Tehran’s purchases are made online, which has increased compared to previous years. Also, according to the latest statistics, economic problems have caused the middle classes of society to become larger. For example, about 45% of households in Tehran are now in the lower middle class.