Strategic shift in marketing communication during COVID-19

ABSTRACT

During COVID-19, several disruptions were reported, activities got halted, and the focus of marketing shifted towards social media due to engagements of the clients towards various available platforms. The use of the internet and social media increased during and after the pandemic. Digital communications attracted customers towards contactless access and the availability of required services. Interactions among various stakeholders including companies, suppliers, and customers increased during these times for hassle-free and uninterrupted services. A paradigm shift was observed in advertising patterns, customer relationship management, service management, and digital tools and media engagements during the pandemic. A strategic shift, observed during the pandemic, has been explored and covered in this chapter. A theoretical framework of hassle-free uses of digital tools in the pandemic has also been developed and included using various social media platforms. © 2022, IGI Global.