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BBI of Chicago
September 2022

The relevance of marketing and digital media in the pandemic

By: Jackson Elder Alves Rodrigues.

The pandemic changed not only everyday social lives but also market behavior, establishing new information, contact, and, particularly, purchasing relationships. Because of this, companies need to be flexible and adaptable to changes. And using digital marketing techniques is a good option, as investing in good marketing helps maintain or even increase sales in times of lockdown.

According to Justo (2017), contemporary marketing intrinsically brings the need for closer contact between organizations and customers and shares the proposal of engagement in everything companies propose to do. That is because the idea of experience refers to something superior to loyalty, which is contact through direct communication channels, which reveals the need to identify in their consumers what makes sense to them, making them more active and participatory when exposed to an advertising campaign.

The internet is present not only in publicity but also in purchases in physical stores. That makes it an excellent tool for management support and marketing, as the digital age has permitted a direct connection between brands and consumers through numerous digital platforms. And this connection between brand and customer in physical stores has been taking place, enabled greatly by the wide use of technology. According to Botelho and Guissoni (2016), technological advances and changes in consumer profile and behavior caused by new devices and the media transform commerce. And these changes have been more intense after the birth of the internet, social media, and mobile devices, providing consumers with easier access to information and shopping options. Costumers can use apps to search for prices and products, making it easier to search for alternative options and making them more price sensitive.

Digital marketing then presents itself as an evolution of traditional marketing. The objectives are maintained, but new tools are added. Digital marketing is created as a response to modern consumer behavior when browsing the internet using a set of coherent and effective actions that create a definitive contact between the company and its customers. This marketing makes consumers aware of your business, trust it, and helps them make the appropriate and essential purchase decision, a dynamic that has become essential in the current pandemic. More than the comfort that pre-pandemic digital consumers were looking for, the everyday ad-purchase structure must go through layers of attractiveness and reliability necessary for the profusion of new buyers, whether in the virtual service of physical stores or the digital store market.

Therefore, companies must trace a path with clear objectives and goals to know where they want to go and how to have good product dissemination, always with news updates, so that the company is always remembered. Its ability to offer different products, services, prices, and channels to each customer on an individual basis is now essential. Companies that are online, exclusively on networks or not, allow consumers to customize and define their products, improve interaction, and provide effective engagement for consumers through digital marketing.


ABREU, Francisco, Ricardo, Freitas. A Crescente Importância do Marketing Digital e a sua Implementação nas Estratégias de Comunicação Integrada das Empresas. Available at: Accessed on: 
August, 2021.

BOTELHO, Delane; GUISSONI, Leandro. Varejo: competitividade e inovação. Revista de Administração de Empresas, v. 56, p. 596-599, 2016.

JUSTO, Carmen Silvia Porto Brunialti; MASSIMI, Marina. Contribuições da psicologia para área do marketing e do conceito de consumidor: uma perspectiva histórica. Rev. 
Psicol. Saúde, Campo Grande , v. 9, n. 2, p. 107-120, August. 2017.

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