Combating COVID-19 with Digital Marketing: Strategies for the Marketer

Meenu Chopra and Neha Saini ()
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Meenu Chopra: University of Delhi
Neha Saini: Netaji Subhas University of Technology

A chapter in Globalization, Deglobalization, and New Paradigms in Business, 2021, pp 213-231 from Springer

Abstract: Abstract As COVID-19 spread its tentacles on the world and many a-businesses are suffocating, long-lasting changes are occurring, uncovering layers of novel branding and marketing strategies being adopted by old and new organizations. The decline of outdoor and print over the last year has reframed the media mix for brand managers. The shift to in-house channels—social and streaming—is hard to miss. This chapter plunges into notable digital marketing trends and shifts that this pandemic has caused, thread-bearing the reasons, processes and effects. The chapter presents “Digital Marketing” as an “open window of opportunity”—a bandwagon any marketer can ride to reach its target audience when they are leisurely surfing the net or actively seeking solutions. The chapter proposes four digital marketing-based business transformation (DMBT) strategies that firms can adopt to combat the present crises and finally concludes that digital marketing is here to stay in the post-pandemic times.

Keywords: COVID-19; Pandemic; Social media; Digital marketing; Business transformation (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-030-81584-4_12

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DOI: 10.1007/978-3-030-81584-4_12

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