Study on digital marketing and its impact on business during covid-19

While the global Covid-19 pandemic affected many different industries, it also had a significant effect on digital marketing and advertising at the global, regional, and local levels. However, compared to what was happening in other areas like the economy, human resources, etc., this effect was largely positive. Customers and marketers alike experienced a great deal of uncertainty as a result of the virus regarding their health, social lives, financial security, job opportunities, etc. The same resulted in a shift in behaviour that included working from home, staying inside a lot, choosing to home-school, learning new recipes online, paying more attention to hygiene, avoiding crowded places, engaging more on social media, shifting towards online content, etc. All these changes had an impact on marketing and advertising efforts. The change in consumer behaviour was primarily towards digital platforms and content, which gave marketers and brands more opportunities than ever to engage with consumers online.Digital media gave marketers many chances to profit due to rising social media engagement and consumer demand for digital content.Additionally, this forced marketers to use societal responsibility and thoughtful behaviour when putting digital marketing strategies into practise. This paper is made with an attempt to highlight, analyse, and understand the impact of covid-19 pandemic on digital marketing and advertising as a whole.