Global pandemic and digital marketing: Trends and perspectives

Vukmirović, Valentina and Domazet, Ivana and Lazić, Milena (2022) Global pandemic and digital marketing: Trends and perspectives. In: Domaća konferencija sa međunarodnim učešćem "Izazovi i perspektive marketinga" - SEMA. Srpsko udruženje za marketing - SEMA, Beograd, pp. 161-170. ISBN 978-86-903768-1-0

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Abstract

The global pandemic of Covid-19 has caused issues and significant challenges in all spheres of business activities. Digital marketing is no exception, which, although based on the application of information technologies and thereby its functioning was not vitally jeopardized, has undergone significant transformations. Although at the beginning of the pandemic, most advertisers significantly reduced the funds intended for digital advertising and postponed the launch of marketing campaigns, companies have managed to consolidate their budgets and organize their business activities in accordance with the new circumstances. Due to the accelerated digitalization, there has been an expansion of e-commerce and an increase in content created for digital channels due to the fact that physical and social distancing measures have shifted all focus of communication and money transactions to the digital environment. As a result of the exponential increase in time spent with digital media (especially social media), global online content consumption has doubled in 2020. Accordingly, the expansion of user generated content and an increase in the number of digital campaigns occured, alongside with the change in the tone of marketing communication based on the need to express empathy and solidarity. Taking into account that even before the pandemic, digital marketing was characterized by intense changes, the aim of this paper is to identify key trends in digital marketing that have arisen due to the global pandemic. The paper analyzes the economic aspect, i.e. the impact of the pandemic on the growth of digital marketing observed through the total spending on digital advertising at the level of 28 European countries. Also, the aspect of adapting marketing communication to the new phenomena in society, such as living and working at home and rising isolation due to social distancing measures, was observed. The results of a research conducted in this paper contribute to the growing body of literature in the field of digital marketing by providing a systematic overview of the changes that have occurred, as well as development trends that are anticipated for the future period.

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