Digital marketing during a pandemic: A study on impact of digital marketing on consumer perception during lockdown in Guwahati city
Amit Saha, Debopriya Kar
Human necessities have changed over the years. In addition to the three basic necessities for survival, namely- food, clothing and housing, now internet is also considered as a necessity for survival. There are around 4.54 billion active internet users in the world. India is the second largest online market in the world with over 560 million internet users. With people commonly spending an average of 3 hours and 15 minutes on their phones every day, online marketing and advertising has established as the most result-oriented department for running a successful business. Online platforms are used to entice, engage and enchant customers thus generating brand awareness, brand identity and also turning viewers to potential clients as marketing is all about establishing connections in the right place at the right time. However, the situation has changed tremendously on account of the alarming impact of COVID-19. Aside from the health threats this virus has brought to the public, it has devastated the fiscal sectors as well. With people losing jobs, businesses making losses, cash flow hurdled and many more repercussions of the world being hit by Corona Virus, it is a difficult time for everyone. This paper studies the impact of digital marketing upon the consumer perception in this moment of distress and examines whether digital marketing has only increased its relevance in this period of social distancing.