Volume 18, No. 6, 2021

Digital Marketing Communication Tools Potential To Create Awareness During Covid 19 Pandemic

Dr. Mohit K Pandit , Kaushal Yadav , Dr. Jayant Sonwalkar , Barkha Pandit


Digital marketing communication tools are equivalent to the conventional strategies for communication of an organization, like public relations, advertising, sponsorship, personal selling, direct marketing, and sales promotion. Digital marketing communications helps an organization employ online tools to reach potential customers on the digital platform. But with the outbreak COVID 19 pandemic it has become difficult for organizations to attract new customers and retain existing customers. The research aims to study the scope and potential of digital marketing communications under the pandemic along with the challenges the marketing sector is exposed to in terms of establishing communication and its successful implementation. The study is done based on data collected through surveys. The findings suggested that communication does pose a challenge that impacts the acceptability of digital marketing. The study also suggests that the successful implementation of digital marketing communication tools positively impacts the acceptability of digital marketing by stakeholders and users.

Pages: 5799-5810

Keywords: Digital Marketing Communication, Stakeholders, Awareness, Covid 19 pandemic.

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