Global Pandemic and Digital Marketing: Trends and Perspectives

Lazić, Milena and Domazet, Ivana and Vukmirović, Valentina (2022) Global Pandemic and Digital Marketing: Trends and Perspectives. Marketing, 53 (2). pp. 143-152. ISSN 0354-3471

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Abstract

The Covid-19 pandemic 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. Accordingly, the aim of this paper is to identify key trends in digital marketing that have arisen as a consequence of the global pandemic outburst. 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. Moreover, 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 also observed. The results of the research 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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