Digital marketing during COVID 19: Consumer’s perspective

Abstract

In this article, we present a first study on how Covid-19 pandemic can influence fundamental essences and marketing developments. We argue that Covid-19 pandemic offers businesses an excellent opportunity to shift to real and honest marketing that can actually tackle urgent environmental and social challenges globally. We also explore some future paths for how the pandemic can affect consumer ethical decision-making. In our marketing discussion, we explain how we think that marketing is being carried out and how we expect this pandemic can change, and not just the marketing climate, but also how companies implement their marketing strategies. We further discuss about the digital marketing during the pandemic how it can help the consumers. The data was collected from 500 consumers in Amman, Jordan so as to assess their perspective towards digital marketing. It was found out that consumers during the pandemic were attracted towards offers, anti-crisis deals, personalized digital communication and empathy by the companies.