Impact of Covid-19 on Digital Marketing

Impact of Covid-19 on Digital Marketing

Author Name : Seenjini Dey, Rwitaban Saha, Sripiya Chowdhury, Prof. Atrayee Chatterjee

ABSTRACT The COVID-19 pandemic triggered a seismic shift in the global economy, profoundly affecting businesses and consumers alike. Among the many sectors impacted, digital marketing emerged as a crucial avenue for organizations to navigate the challenges posed by the pandemic. With lockdowns, travel restrictions, and social distancing measures disrupting traditional marketing and retail channels, businesses accelerated their adoption of digital platforms to maintain customer engagement, ensure business continuity, and stay competitive in an increasingly online world. The paper explores how the pandemic drove a surge in content marketing and the rise of influencer partnerships, as brands sought authentic ways to connect with their audiences amidst global uncertainty. Furthermore, the crisis accelerated the adoption of innovative technologies, including artificial intelligence, chatbots, and personalized marketing, to enhance user experiences and foster deeper customer relationships.