DIGITAL MARKETING IN CRISIS TIME

ABSTRACT

The crisis can affect an organization for many reasons, including changes that occur in the market, technology, competition or even a pandemic currently experienced. With this, it is necessary to find solutions so that it is possible to work around the situation and continue operating in the market. This article aims to analyze what are the digital marketing strategies adopted by organizations in different crisis situations, including the Covid-19 pandemic. For this purpose, an integrative review of articles published in the Web of Science, Scopus, SPELL and SciELO databases was carried out. The results show that several strategies in the digital environment are capable of collaborating with the challenges that organizations face with globalization, such as investing in their websites, acting on their social media with content and campaigns, applications, virtual assistants, advertising and others. A research framework was created with the aim of synthesizing the findings of this integrative review. Organizations from different sectors can mirror these strategies to deal with the crisis they face or even join them so that they are not hit by unexpected adversities, resulting in loss of space or even their withdrawal from the market.