Issue № 82. October 2020

Current Marketing Communication Trends during COVID-19 Pandemic

PhD, Associate Professor, School of Public Administration, Lomonosov Moscow State University, Moscow, Russian Federation.
E-mail: loguntsova@spa.msu.ru
ORCID ID: 0000-0002-1131-0878

Coronavirus pandemic at the start of 2020 changed the entire familiar world model which was difficult to foresee. Previous marketing strategies including internet strategies are hardly going to be effective now. Many brands have essentially changed their marketing approaches and new digital communication trends have emerged. Digital environment exists according to its own laws. It changes and forms our reality. In order to obtain competitive advantage in this area, one has to learn to constantly adapt to it. This is not as simple as it can appear at first glance but without this skill it is difficult to survive in the market today. The article attempts to gain insight into and to formulate processes which are taking place in the marketing communication market today: changes in the consumer needs and habits, new ways to gain their loyalty and specific features of competition, increasing role of socially responsible behavior of companies and brands, intensive development of educational communication etc. The author concludes, that the current situation has not only resulted in intense penetration of new technologies into our lives but has also fundamentally changed marketing values and priorities which today include not only making commercial profits but also caring about customer safety and customer health. In addition, the current crisis has shown all market players how important it is to develop their adaptive capabilities and to be prepared for new future challenges.

Keywords

Coronavirus and marketing, marketing communication trends, pandemic and brands, marketing digitalization, COVID-19.

DOI: 10.24411/2070-1381-2020-10093