International Journal of Research and Innovation in Social Science (IJRISS) |Volume VI, Issue XI, November 2022|ISSN 2454-6186
Digital Marketing Techniques and Tools in Covid-19 era
Georgios Polydoros
Department of Mathematics & Applied Mathematics, University of Crete, Greece
Abstract: Internet is used today for many reasons, more than just exchanging information, but also for the development of businesses. The use of internet has become essential, providing countless benefits when used properly and applications that internet provides such as digital marketing are put to use.
In the past, the promotion and purchase of products and services was done only through the interaction of individuals and businesses and the vision of communicating through a “screen” with the aim of developing business readership seemed utopia. However, now through the development of technology, the concepts of e-commerce and digital marketing are growing more and more. This paper aims to investigate and present the use of digital marketing in businesses and how consumer’s habits toward shopping changed.
Keywords- Digital marketing, E-mail, Affiliate Marketing, Viral Marketing
I. INTRODUCTION
Over the past 15 years, digital media platforms have revolutionized marketing. Through the platforms they offer new ways for businesses to inform and interact with their potential customers, strengthen their relationships, provide their services and finally sell their product (Lamberton & Stephen, 2016).
Digital marketing follows many different strategies in order for every business to get the best results in the field of marketing and advertising. These strategies can be applied individually on a case-by-case basis, but an effective combination of them can bring the desired results to the business in the best possible way. The paper is an attempt to analyze these strategies and the ways in which businesses try to attract the customers.
The percentage of businesses using digital marketing is growing more and more and gaining allies along the way, especially during the pandemic. The reasons why this strategy is adopted by several businesses are twofold. First, the means used by this sector are technologically improving. Second, the creativity with which all these means are used by the marketing experts is constantly increasing.
Digital marketing began to flourish in the 1990s and 2000s and aimed to change the mindset and thinking of businesses and consumers in general. As digital platforms become more and more integrated into marketing plans and everyday life, digital marketing campaigns are becoming increasingly widespread and efficient (Nielsen, 2016; Damian, 2020). The development of digital marketing aims to strengthen the communication channels of traditional marketing.