COVID 19 EFFECT ON THE TRANSFORMATION OF MARKETING

Abstract

Purpose- This paper aims to be an exploratory study that finds out the impacts of COVID-19 on marketing and enlightens further researchers on the topic. Methodology-- Internet-based research will be conducted to collect the fundamental information on the impacts of COVID-19 on marketing as secondary data. Findings- As a result of the research, As COVID-19 changed everything in our lives, consumer behavior has also changed which led to significant changes in marketing. Conclusion- This article is one of the first steps to make further researcher on the change in the marketing especially after the COVID-19 eras.

Keywords

• COVID 19
• digital marketing
• marketing 4.0
• consumer behavior
• prosumer

References

1. Britannica. (2021). 5 of the World’s Most Devastating Financial Crises. Retrieved from 5 of the World’s Most Devastating Financial Crises: https://www.britannica.com/list/5-of-the-worlds-most-devastating-financial-crises
2. Bulduklu, Y., & Karaçor, S. (2017). Crisis communication and new media in health services. Retrieved from CRISIS COMMUNICATION AND NEW MEDIA IN HEALTH SERVICES: https://dergipark.org.tr/tr/pub/atauniiletisim/issue/34005/357162
3. Criteo. (2020). COVID 19 Impact on Marketing Survey Global.
4. Daniu, V. (2021). Adapting and modernizing the Post-COVID marketing policy under the impact of consumption challenges. The Romanian Economic Journal.
5. Deloitte. (2021). Global Marketing Trends. C-suite Survey.
6. Fuciu, M., & Dumitrescu, L. (2018). From marketing 1.0 to marketing 4.0 – the evolution of the marketing concept in the context of the 21st century. International Conference, 45.
7. Gül, H., & Çelebi, F. (2020). Evaluation of crisis management in the coronavirus (COVID-19) pandemic. Manas Journal of Social Studies. Retrieved from Evaluation of Crisis Management in the Coronavirus (COVID-19) Pandemic, the Major.
8. Kotler, P. (2017). Marketing 4.0 moving from traditional to digital. New Jersey: John Wiley & Sons, Inc., Hoboken,.

9. McKinsey. (2020). B2B Decision Maker Pulse Survey.
10. Moorman, C. (2021). The CMO Survey. Retrieved from The Transformation of Marketing: Emerging Digital, Social and Political : https://cmosurvey.org/wp-content/uploads/2021/02/The_CMO_Survey-Highlights_and_Insights_Report-February-2021.pdf
11. Şerifsoy, A. (2020). Adaptation of the businesses not to fall behind in the new normaL. Journal of Management, Marketing and Logistics (JMML).