The Evolution of Digital Marketing Post-COVID-19

The Evolution of Digital Marketing Post-COVID-19

Aryan Raj, Dr. Monica Sainy

Student, BBA Marketing, Amity Business School, Amity University Raipur

Associate Professor, Amity Business School, Amity University Raipur

Abstract - The COVID-19 pandemic served as a catalyst for an unprecedented digital shift, prompting businesses worldwide to adopt innovative marketing strategies and reimagine their engagement models. This study investigates the evolution of digital marketing in the post-COVID-19 era through a mixed-methods approach, combining quantitative survey data from 210 marketing professionals with qualitative insights from semi-structured interviews. Key findings reveal a substantial acceleration in the adoption of artificial intelligence, automation, and short-form content, as well as a strong consumer shift toward personalized, omnichannel experiences. Notably, social media emerged as the dominant channel for brand interaction, while businesses increasingly relied on data analytics to drive strategy. Despite these advances, challenges such as digital fatigue, data privacy concerns, and measurement complexities remain significant. The research underscores the long-term strategic transformation of digital marketing and offers actionable recommendations for businesses seeking to thrive in a rapidly evolving digital ecosystem.

Keywords: Digital marketing, COVID-19, AI in marketing, consumer behavior, social media, digital transformation.