This is a marketing communications exam with questions and answer where some case studies are presented to answer the questions. Some of the topics are marketing communications activities, POE (paid, own, earn media) advertising, branding and marketing communication mix
Q.1 The global pandemic which has disrupted the world since March 2020 has had
specific impacts on brand marketing communications. Critically evaluate the ways
in which normal marketing communications activities have been impacted,
illustrating your answer with examples.
Social communication in the 21st century has been transformed into a digital,
interconnected, and globalized environment with a concentration in digital media
(Pourkhani et al., 2019). This transformation has been so consistent that the influence of
social networks has led to the transformation of the communication ecosystem of
business, the availability of information and knowledge (Pourkhani et al., 2019).
The worldwide spread of COVID-19 has collapsed the economy of most countries,
forcing businesses to close and rethink new ways to interact with customers (Sheth, 2020).
In this scenario generated by the pandemic, these companies face numerous challenges,
such as: improving the cash flow management, migrate the business model to digital, and
above all, transform the department of Marketing, which is often underestimated only as
a cost, rather than an acquisition centre revenue in a predictable, scalable, and sustainable
way (Alshaketheep et al., 2020; Kang et al., 2020).
The COVID-19 crisis is affecting the purchasing behaviour of consumers, thus affecting
marketing activities. According to Sheth, (2020) consumers are faced with the challenge
of reconsidering consumption habits and priorities, which may generate new values and
spending standards. For instance, during the pandemic, consumers spend less income on
items that are considered non-essential. Mehta et al., (2020) pointed out that consumers
and businesses are relying heavily on digital solutions. In this regard, social distancing is
causing many consumers to switch to online shopping. This includes groceries and
durable goods (Sheth, 2020). As a result, the turnover to online stores is experiencing
tremendous growth (Mehta et al., 2020).
Similarly, a consumer who was previously unfamiliar with online shopping is now
becoming spokespersons for this way of shopping. It is expected that at least part of the
transition to online shopping will be permanent (Sheth, 2020). The COVID-19 crisis has
also caused people to switch to more locally produced food (Mehta et al., 2020; Sheth,
2020). Therefore, marketers will need to consider how to manage today's new wave of
data and how to use it to better personalize products and offers that are available to an
, increasingly narrow customer base. Data analysis requires not only to track consumer
preferences and behaviours at an increasingly detailed level but also to respond quickly
to opportunities or threats (Arora et al., 2020)
As mentioned before, more and more consumers are embracing digital technology, which
has greatly changed the nature and scope of word-of-mouth. Social media has become a
more important part of the buying and communication process (Sheth, 2020). For
example, many concerts and theatre shows are being live-streamed. Social distancing was
an opportunity for some companies to launch new products that were marketed in social
networks; the company Netflix launched Netflix Party which is a free google chrome
extension that allows friends to remotely watch synchronized shows and movies on
Netflix (Smart Social, 2020). During quarantine, various users share pictures in their
social networks (Romano, 2020; Smart Social, 2020)
Mason et al., (2021) stated that before COVID-19, consumers usually sought product
verification from family, friends, and perceived experts to resolve online purchase risks.
However, due to social distancing, consumers' ability to directly contact their social
influencers is limited (Taha et al., 2021). Fortunately, social media platforms allow
consumers to interact with a large number of consumers without having to make physical
contact (Mason et al., 2021). Therefore, in the context of the COVID-19 pandemic, social
media is playing an increasingly important role in consumer-influencer interactions as
they seek to reduce perceived risks (Taha et al., 2021). The challenge for marketers is to
actively promote their products through influencers without being insensitive to the
current situation.
In recent years, socially conscious values have become the focus of attention, and the
current crisis may accelerate this trend. The companies are adjusting their goals and are
launching initiatives to tackle COVID-19. Such activities are called "purpose marketing"
or causally related marketing and reflect their corporate social responsibility (CSR)
(Mason et al., 2021). Different companies have made many purpose marketing appeals to
help the elderly and disadvantaged groups in society and to support and encourage those
who need emotional support. For example, An Post created a new community support
action where An Post delivery staff checks on the well-being of older and vulnerable
customers along their postal routes across the country.
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