Digital marketing strategy: companies experience during pandemic

Keywords: promotion strategy, digital marketing, pandemic, budget, financial results, efficiency, prediction


COVID-19 pandemic has brought significant changes, especially regarding the use of digital technologies in the promotion of goods and services. Digital marketing strategies are widespread in various sectors of the world economy. With the use of digital marketing tools, the companies are able to gain real-time consumer insights, to create and to communicate value to consumers more creatively. This scientific research described proposes to determine the feasibility of using a digital marketing strategy in the context of a limited budget, using the example of an IT company. The results of digital marketing tools were analyzed, management problems according to strategic decisions are identified and the strategy of digital opportunities for the local context was improved. The key factors of digital marketing strategy are usability, tangible value, perceived value, high return, efficiency, quality of digital services, quality of digital information, quality of the digital system, predictability of expected results. The main strategies for promoting goods and services in the digital environment, and expected financial indicators in the context of the chosen strategies and changes in important indicators during a pandemic were considered. Measures for improving the promotion strategy were proposed; they will help maintain an appropriate level of development of the company within the current budget and contribute to its financial stability.

Author Biographies

Nataliia Meshko , Oles Honchar Dnipro National University

Doctor of Economic Sciences, professor

Head of the Department of Marketing and International Management

Anastasiia Savinova, Oles Honchar Dnipro National University



Andrienko O. Ecommerce & Consumer Trends During Coronavirus, 2020. Available from : ecommerce-covid-19/

Baykova, I. A. Osobennosti svyazey s obshchestvennost’yu v sovremennykh marketingovykh kommunikatsiyakh [Features of public relations in modern marketing communications]. Peterburgskiy ekonomicheskiy zhurnal [Saint-Petersburg Economic Journal], 1, 2018, p. 30–35.

Brogan Kh. Agenty vliianiia v internete. Kak ispol'zovat' sotsial'nye media dlia prodvizheniia biznesa [Trust Agents: Using the Web to Build Influence, Improve Reputation, and Earn Trust]. Moscow, Piter Publ., 2012, 303 p.

Chumikov А. N., Goroshko Е. I., Kornev М. S. PR, reklama, zhurnalistika v internete: teoriya i praktika. [PR, advertising and journalism on the Internet: theory and practice]. 2019 Мoscow: ARGAMAK-MEDIA.

Crets S. How the coronavirus is affecting online retailers. Digital commerce., 2020. Available from : coronavirus-affects-online-retailers/

David Erfein, August 17, 2020. Available from: d-77d7-4f0d-9875-24932ccd93f6

Eley B., Tilley S. Online Marketing Inside Out. SitePoint Pty Ltd, 2009.

Ermolova N. Prodvizhenie biznesa v sotsialʼnykh setiakh: Facebook, Twitter, Google+ [Social Media Business Promotion: Facebook, Twitter, Google +]. Moscow, Al'pina Pablisher Publ., 2017, 358 p.

Frolov A. Impul'sivnye pokupateli kak drayver vosstanovleniya ekonomiki, 02.08.2020, Available from : tions/investigations

Hamza Akram, E-commerce trends during COVID-19 Pandemic. International Journal of Future Generation Communication and Networking. [Electronic resource], 01.06.2020. Available from : https://www. Pandemic

Hassan Monsons, COVID-19 Has Changed Digital Marketing – Here’s How to Adapt, 12.06.2020, Available from : https://

Hirachigadzhieva M. M. (2020) Marketing Strategies for Crisis Management. Complex of AntiCrisis Measures in the Field of Marketing. Nauchniy Almanach. No. 2-1(64) P. 78–82.

Justin Elis, B2B tech marketers during pandemic, 01.10.2020, Available from :

Karwatka T. What eCommerce Managers and Directors should know in the time of Coronavirus? Divante. Available from :

Kennedy Jones. This is how Covid-19 has changed the media habits in each generation, World Economic Forum, 2020, Available from : 2020/04/covid19-media-consumption-generation-pandemic-entertainment/

Khalilov D. Marketing v sotsial'nykh setiakh [Social Media Marketing]. Moscow, Mann, Ivanov i Ferber Publ, 2018, 228 p

Kolomyts O. N., Vandrikova O. V., Solkina V. D. (2019) Instrumenty i preimushchestva internet-marketinga v sfere elektronnoy kommertsii. Azimut nauchnykh issledovaniy: ekonomika i upravlenie. T. 8. №4 (29). p. 208-210.

Mikhal’chenko V. L. Kommunikatsionnaia strategiia PR: brend, imidzh, reputatsiia [Communication strategy PR: brand, image, reputation]. Vestnik Moskovskogo universiteta – Bulletin of Moscow University, 2016, P. 215–218

Sarah Davis, L. T. How Coronavirus Is Impacting Ecommerce, 01.10.2020, Available from : 2020/11/coronavirus-and-ecommerce/

Simakina M.A. (2018) Features of Using Big Data Technologies in Marketing. Byulleten’ nauki i praktiki. Vol. 4. No. 6., P. 255–260. DOI: 10.5281/zenodo.1289864.

Sinyaeva I. M. Sovremennye strategii tsifrovogo marketinga v sfere innovatsionnykh tekhnologiy, 06.02.19, Available from : sovremennye-strategii-cifrovogo-market inga-v-sfere-innovacionnyh-tehnologij/

Sysoeva E. V. Strategicheskie tekhnologii formirovaniya strategii prodvizheniya // Konkurentosposobnost' v global'nom mire: ekonomika, nauka, tekhnologii. 2017. № 9-1 (56). S. 99-109.

Vinokurov A. V. (2017) Onlayn- і oflayn-prodazhі – dvі paralelі prosuvannya bіznesu. Osobistі prodazhі. № 4. S. 266–273

Yak pandemіya Covid-19 vplivae na torgіvlyu. Available from : finance/60999yak-pandemiya-vplivae-na-torgivlyu.html

Yanovsʼkiy Іgor Top-50 ІT-kompanіy Ukraїni, sіchenʼ 2020: plyus chotiri produktovі kompanії ta podolannya vіdmіtki «8000 fakhіvtsіv». Available from : lenta/articles/top-50-jan-2020/

Zernova T. V. Formirovanie i realizatsiia strategii prodvizheniia uslugi: dis…kand. ekon. nauk [Development and implementation of strategies to promote services. Candidat of econ. sci. diss.]. Moscow, RGB Publ.,2017,P. 168.

Zhu, M., Yang, Y., & Hsee, C. K. The Mere Urgency Effect. Journal of Consumer Research, 45, 2019, P. 673–690. DOI: 10.1093/jcr/ucy008

Abstract views: 896
PDF Downloads: 665
How to Cite
Meshko , N., & Savinova, A. (2020). Digital marketing strategy: companies experience during pandemic. VUZF Review, 5(4), 41-49.