The world has adapted to the COVID-19 pandemic that has wreaked havoc around the globe.
During this COVID period, countries implemented social distancing measures, mandated the
wearing of masks, made people work from home, and closed public places to try to prevent the
spread of the virus. These measures helped to slow the spread of the virus and allowed people to
adjust their lifestyles to the new normal. This pandemic revolutionized many industries in the
digital era. It has absolutely transformed the world of advertising and marketing for the better.
Digital marketing has played a significant role in the world since its introduction. During and
after the pandemic, it has provided an opportunity for both businesses and customers to continue the
the smooth running of their business without having to rely on the traditional marketing of physical
contact and face-to-to-face meetings to be effective.
What is Digital Marketing?
Digital marketing is the use of digital channels and tools to promote or market products, services,
and brands. It includes activities such as search engine optimization (SEO), content marketing,
social media marketing, email marketing, and more. By leveraging digital technologies, digital
marketers are able to target their audience more effectively and measure the success of their efforts.
Digital marketing has become a crucial part of new-age marketing strategies and is here to stay.
The COVID pandemic accelerated how significant it is because consumer behavior was already
veering towards a predominantly online/virtual world since the internet provided a source of solace and
escapism during the period.
Millions of people found much-needed retail remedies in the online age thanks to entertainment,
video conferencing, and online buying. Social media was not left out as it transmitted current data
and trends to keep viewers captivated and OTTs provided limitless entertainment. Increased
Internet penetration and rising mobile data usage have upped the demand for digital advertising on
electronic mediums by businesses to connect with online audiences which in turn has had a
cascading effect on digital marketing as more people saw the true potential of digital marketing
Roles of Digital Marketing Post- COVID
Since the COVID-19 era, digital marketing has been waxing stronger than ever before as there is
now increased interest and investment in it. It has also become more significant as it allows
businesses to reach a wider audience, and build their brand. It also provides a cost-effective way to
advertise, allows companies to track customer behavior, and gives them valuable insights into their
Digital marketing has been fulfilling some key roles since the end of COVID-19. These roles
1. Providing businesses with the tools they need to keep their operations running smoothly.
2. Allowing businesses to reach their customers in a much more cost-effective way than
3. Enabling businesses to build relationships with their customers, providing them with timely
updates on their products and services, and generating more sales.
4. Allowing businesses to engage with their customers in real-time, helps them build loyalty
5. Providing businesses with a powerful platform to reach their target audience through digital
channels such as email, social media, search engines, and websites.
6. Enabling businesses to reach their target audience more effectively by using data-driven
insights to create personalized campaigns and messages.
7. Enabling businesses to reach a wider audience through effective campaigns, has
allowed them to increase their sales and profits.
8. Allowing businesses of all sizes to compete on a level playing field, gives them a
Whether in the post-pandemic or pre-pandemic world, digital marketing has had many roles to
However, COVID-19 made these roles more apparent. In the world today, businesses which
do not have a digital marketing channel are likely to lose their competitive edge because many
people have now gotten used to making purchases virtually