Post-pandemic marketing: when the peripheral becomes the core
Journal of Research in Interactive Marketing
ISSN: 2040-7122
Article publication date: 28 December 2021
Issue publication date: 24 February 2022
Abstract
Purpose
The purpose of this paper is to articulate the impact of COVID-19 on marketing. It will shift from “physical first” to “digital first,” and from “selling to serving” the customers. This will impact all 4 Ps of marketing, as well as branding and innovation.
Design/methodology/approach
It is a conceptual paper based on literature review. The underlying construct used is transaction cost economics (TCE).
Findings
Using TCE, the paper finds that both consumers and marketers are very willing to shift to e-commerce and digital platforms which are both convenient, as well as cost-effective. Also, customer support organization will become a strategic advantage in interactive marketing.
Originality/value
This is an original paper written specifically for the special issue on the post-pandemic shock.
Keywords
Acknowledgements
This paper forms part of a special section “Pandemic Aftershock - The challenges of rapid technology adoption and social distancing for interactive marketing practice”, guest edited by Paul Baines, Mairead Brady and Shailendra Pratap Jain.
Citation
Sheth, J.N. (2022), "Post-pandemic marketing: when the peripheral becomes the core", Journal of Research in Interactive Marketing, Vol. 16 No. 1, pp. 37-44. https://doi.org/10.1108/JRIM-03-2021-0074
Publisher
:Emerald Publishing Limited
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