UK Retail Industry Digital Marketing Beyond Lockdown: Post COVID

Waqar Yasir; Muhammad Abdullah Tariq

doi:10.69565/jems.v4i1.415

Authors

Waqar Yasir School of Management, University of BRADFORD, United Kingdom
Muhammad Abdullah Tariq Institute of Business Management & Administrative Sciences, The Islamia University of Bahawalpur, Bahawalpur, Pakistan

DOI:

https://doi.org/10.69565/jems.v4i1.415

Keywords:

Retail Industry, Digital Marketing, Lockdown, Digital Divide, COVID, Technology, Pandemics, Marketing Techniques

Abstract

COVID-19 has left an allover influence on the online marketing techniques and the buying patterns in the UK retail industry. This research examines the swift shift of digital marketing techniques, the unprecedented shift in consumers’ purchase behavior, and other general and specific temporal, perpetual, and contingent consequences and possibilities throughout and coming out of the pandemic. Therefore, six professionals from the digital marketing field and six consumers participated in the qualitative interviews; main themes were then developed and discussed. The study yields indicate that digital marketing specialists quickly responded to the situation by shifting to utilizing online media and other digital technologies, including virtual reality (VR), augmented reality (AR), and chatbots to communicate with buyers. The need to proceed with its implementation as soon as possible, and the use of key performance indicators that define its effectiveness were the significant elements of this adaptation. Pandemic situations like lock downs and social distancing led to a drastic change in the consumer behavior in terms of adopting the online platform for shopping along with increased interaction with brands through digital means. This relates with the following major digital marketing trends that affected the consumer perception and loyalty; The innovative marketing communication strategies that connotes a distinctive experience and that delivered distinguishing content appealed to consumers greatly. Long-term effects include the understanding that most of the modifications made throughout the pandemic era like the shift from in-person events to virtual ones and development of more profound social media presence will remain relevant after the pandemic. The crisis affected the innovation of the marketing departments where many news digital advancements to suit the marketing needs arose from the pandemic. Consequently, the future role of digital marketing is considered to remain highly important, with a focus on preserving the company’s sound digital profile. Thus, to the academic community and practitioners, this study adds knowledge to how the pandemic impacted the evolution of digital marketing strategies. The result proves that the digital marketing profession is quite robust and has been able to overcome the unprecedented events and will have more space and potentialities to advance in the future.

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