A importância do marketing digital no contexto da pandemia Covid-19

Abstract

SERRANO, Tássio Magalhães, The relevante of digital marketing in the context of the covid-19 pandemic. 2022. Completion of course work (Bachelor of Business Administration) – Business Administration Course, PUC Goiás, Goiânia-GO. The general objective of this work was to carry out bibliographic research and in various publications, based on secondary data, in order to understand the importance of digital marketing in the pandemic to Covid-19. Based on the research, we present the analysis and discussion of data that confirm the importance of digital marketing in the pandemic, as the main tool adopted by companies to continue selling products and services and in many situations to survive in the crisis caused by the pandemic. For this, three factors were decisive, in the sense that they favored companies to adopt digital marketing as the most important tool to interact with consumers and offer their products and services on digital platforms. First, there are the restrictive measures imposed by governments with the closure of trade and social isolation. Such measures forced companies to innovate in the form and methods of sales. Another factor was the search by people, who, unable to circulate, began to meet their needs to buy products and even services via virtual platforms. The internet, widely used and in very favorable conditions for society, was and is being an important means of communication and interaction between companies and consumers. A third, very relevant factor was and is the availability of state-of-the-art technologies and equipment, especially in the field of telecommunications and internet, which favor interactivity in a comprehensive way, in real time and with a certain ease of use. This factor has provided, in addition to the increase in sales, improvements in distribution logistics, payment methods and traffic management. These factors have provided an exponential increase in e-commerce whose trends are growing. In the end, important challenges arising from the pandemic are pointed out that need to be faced with determination by governments, companies and society. These challenges are related to the need to accelerate economic growth, reduce hunger, poverty and extreme poverty and continue investing in the health and well-being of the population.