HY DIGITAL IS IMPORTANT FOR BUSINESS ON IMPACT OF COVID-19

Abstract

The global pandemic of Covid-19 while having its impact on various sectors had a considerable impact on Digital Marketing and Advertising as well, in global, regional and local level. However, this impact for most part was a positive one, rather than what was being witnessed in various other fields such as economy, human resource, etc., While the virus created lot of uncertainties among customers and marketers alike, with respect to health, social life, economic stability, employment, etc., the same also led to behavioral shifts such as working remotely, spending lot of time indoors, adopting to home-schooling, learning new recipes from the internet, increased attention on health and hygiene, avoiding crowded areas, increased social media engagement, shift towards online content, etc., and all of these had an immense impact on marketing and advertising efforts. The behavioral shift was predominantly towards digital platforms and digital content, which created true opportunities for the marketers and brands to connect with the customers digitally more than ever before. With increased social media engagement and craving for digital content, digital Medias provided the marketers with lot of opportunities to cash on. At the same time, this also made the marketers to act mindfully and be socially responsible while implementing digital marketing strategies. This paper is made with an attempt to highlight analyses and understand the impact of covid-19 pandemic on digital marketing and advertising as a whole.