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.

Item Type: Article
Additional Information: COBISS.ID=80007689
Uncontrolled Keywords: digital marketing, Covid-19 pandemic, digital marketing growth, e-commerce, digital marketing campaigns
Research Department: Digital Economics
Depositing User: Jelena Banovic
Date Deposited: 06 Dec 2022 23:42
Last Modified: 06 Dec 2022 23:42
URI: http://35.240.28.64/id/eprint/1843
Author Links: [error in script] No links available.

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