Marketing activities caused by the Covid-19 pandemic : analysis and perspectives

Abstract

PURPOSE: The article aims to present changes in the marketing activities of enterprises as a result of the covid-19 pandemic in 2020 in the global economy. An analysis of reports already prepared on the development of new forms of marketing, or the improvement and reorientation of the existing ones, is presented here. How the covid-19 pandemic influenced marketing activities and customer access channels was presented.

DESIGN/METHODOLOGY/APPROACH: Therefore, it was necessary to verify the marketing activities during the pandemic and adjust them to the market situation. Due to this fact, it was necessary to look for new ways to reach the customer, there was a sharp increase in interest in the possibilities of the Internet and reaching the customer through this medium.

FINDINGS: The analysis in this article shows that the changes in companies' marketing strategies brought about by the pandemic are long-lasting and will have an impact on companies' future activities. Companies that have successfully adapted to the new conditions and invested in digital technologies and AI have gained a competitive advantage. In turn, the growing popularity of e-commerce and influencer marketing points to the need for to continue to adapt to changing consumer behaviour.

PRACTICAL IMPLICATIONS: Marketing activities are aimed at promoting the widely understood brand of the company and strengthening the sales of the offered products or services. It is an extremely difficult process in times of numerous and predatory competition, which makes it difficult to acquire new customers for individual companies as much as possible.

ORIGINALITY/VALUE: During a stable market situation, marketing activities require enormous creativity and ingenuity of enterprises, but the time of the covid-19 pandemic has shown that it is not enough.