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.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Accenture. (2020). COVID-19: What to do now, what to do next how COVID-19 will permanently change consumer behavior fast-changing consumer behaviors influence the future of the CPG industry.
Antúnez, L., Alcaire, F., Brunet, G., Bove, I., & Ares, G. (2021). COVID-washing of ultra-processed products: The content of digital marketing on Facebook during the COVID-19 pandemic in Uruguay. Public Health Nutrition, 24(5), 1142–1152. https://doi.org/10.1017/S1368980021000306
Bello, J., Collins, S., Dreischmeier, R., & Libarikian, A. (2020, April 16). Innovating from necessity: The business-building imperative in the current crisis. McKinsey Digital.
Blackburn, S., LaBerge, L., O’Toole, C., & Schneider, J. (2020, April 22). Digital strategy in a time of crisis. McKinsey Digital.
Coreynen, W., Matthyssens, P., & Van Bockhaven, W. (2017). Boosting servitization through digitization: Pathways and dynamic resource configurations for manufacturers. Industrial Marketing Management, 60, 42–53.
De’, R., Pandey, N., & Pal, A. (2020). Impact of digital surge during COVID-19 pandemic: A viewpoint on research and practice. International Journal of Information Management, 55(June), 102171. https://doi.org/10.1016/j.ijinfomgt.2020.102171
DiMaggio, P. J., & Powell, W. W. (1983). The iron cage revisited: Institutional isomorphism and collective rationality in organizational fields. American Sociological Review,48(2), 147–160.
Fairlie, R. (2020). The impact of COVID-19 on small business owners: Evidence from the first three months after widespread social-distancing restrictions. Journal of Economics & Management Strategy,29(4), 727–740.
Hurley, R. F., & Hult, G. T. M. (1998). Innovation, market orientation, and organizational learning: An integration and empirical examination. Journal of Marketing,62(3), 42–54.
Kantar. (2020). COVID-19 Barometer: Consumer attitudes, media habits and expectations. https://www.kantar.com/Inspiration/Coronavirus/COVID-19-Barometer-Consumer-attitudes-media-habits-and-expectations
Kauppi, K. (2013). Extending the use of institutional theory in operations and supply chain management research. International Journal of Operations & Production Management,33(10), 1318–1345.
Kirk, C. P., & Rifkin, L. S. (2020). I’ll trade you diamonds for toilet paper: Consumer reacting, coping and adapting behaviors in the COVID-19 pandemic. Journal of Business Research,117(May), 124–131. https://doi.org/10.1016/j.jbusres.2020.05.028
Liang, H., Saraf, N., Hu, Q., & Xue, Y. (2007). Assimilation of enterprise systems: The effect of institutional pressures and the mediating role of top management. MIS Quarterly,31(1), 59–87.
Lin, J., Luo, Z., & Luo, X. (2020). Understanding the roles of institutional pressures and organizational innovativeness in contextualized transformation towards e-business: Evidence from agricultural firms. International Journal of Information Management, 51, Article 102025.
Manual, O. (n.d.). The measurement of scientific and technological activities proposed guidelines for collecting and interpreting technological innovation data.
Mehta, S., Saxena, T., & Purohit, N. (2020). The new consumer behaviour paradigm amid COVID-19: Permanent or transient?. Journal of Health Management, 22(2), 291–301.
Naidoo, V. (2010). Firm survival through a crisis: The influence of market orientation, marketing innovation and business strategy. Industrial Marketing Management,39(8), 1311–1320.
Poland: Growth in online sales of hobby and leisure items due to COVID-19 2020 | Statista. (2020). https://www.statista.com/statistics/1108646/poland-growth-in-online-sales-of-hobby-and-leisure-items-due-to-covid-19/
Santos, E., Oliveira, M., Ratten, V., Tavares, F. O., & Tavares, V. C. (2020). A reflection on explanatory factors for COVID-19: A comparative study between countries. Thunderbird International Business Review,63, 285–301.
Sneader, K., & Singhal, S. (2020, March 23). Beyond the coronavirus: The path to the next normal. McKinsey & Company.
Stoll, J. D. (2020, April 10). Crisis has jump-started America’s innovation engine: What took so long? Wall Street Journal.
Wang, Y., Hong, A., Li, X., & Gao, J. (2020). Marketing innovations during a global crisis: A study of China firms’ response to COVID-19. Journal of Business Research,116, 214–220.
Yoo, Y., Boland, R. J., Jr., Lyytinen, K., & Majchrzak, A. (2012). Organizing for innovation in the digitized world. Organization Science,23(5), 1398–1408.
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2021 The Author(s), under exclusive license to Springer Nature Switzerland AG
About this chapter
Cite this chapter
Chopra, M., Saini, N. (2021). Combating COVID-19 with Digital Marketing: Strategies for the Marketer. In: Paul, J., Dhir, S. (eds) Globalization, Deglobalization, and New Paradigms in Business. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-81584-4_12
Download citation
DOI: https://doi.org/10.1007/978-3-030-81584-4_12
Published:
Publisher Name: Palgrave Macmillan, Cham
Print ISBN: 978-3-030-81583-7
Online ISBN: 978-3-030-81584-4
eBook Packages: Business and ManagementBusiness and Management (R0)