On the Effectiveness of Digital Marketing Tools with Allowance for the Impact of COVID-19

Abstract

Aim. The presented study aims to determine the reaction of Russian consumers to the use of digital marketing tools during the coronavirus epidemic and to formulate practical recommendations for companies regarding the use of digital marketing tools in the post-pandemic period. Tasks. The authors assess the attitude of respondents as consumers (individuals) to digital marketing tools in the Russian Federation and the attitude of respondents as consumers (individuals) to digital marketing tools in commerce in the Russian Federation during the pandemic; formulate recommendations for improving the methodology of digital marketing in the Russian Federation for the post-pandemic period. Methods. This study uses statistical analysis to test a number of hypotheses. The hypotheses were tested in practice using a questionnaire survey of respondents (individuals) with a focus on the attitude of Russian citizens to the use of digital marketing tools. The respondents were asked questions with one answer, multiple answers, and Likert scale questions. The survey was conducted using Google Forms. Data was processed using IBM SPSS Statistics 24 software and statistical methods, such as frequency analysis, contrast of means, and a number of others. Results. Digital marketing tools are comparatively analyzed, the effectiveness of each tool and their modifications due to restrictive measures related to COVID-19 are assessed. An empirical study of a group of respondents aged 18–25 was conducted, examining their attitude to digital marketing tools and consumer behavior when faced with different life situations, as well as tools and mechanics of digital marketing. The analysis allows the authors to formulate recommendations on the use of digital marketing tools for an audience aged 18–25. Conclusions. The study indicates the following changes in consumer attitudes to digital marketing tools under the influence of COVID-19. 1. Email marketing: Email marketing during and after the quarantine has become more popular since there is more time to check mail and read emails. Consumers tend to provide feedback via social networks rather than email. Promotional emails often cause negative emotions or are ignored. SEO: SEO is becoming less relevant since users primarily search via social networks. Internet users are more likely to get to the official websites of companies via social networks rather than search queries. Choosing between an official website and a page in social networks, the user will prefer to get acquainted with the company and the product in social networks. SMM: SMM has become a more effective tool, as the number of hours spent on social networks has increased. Users are more willing to write reviews about the product on the company’s official accounts rather than to influencers advertising them. One of the main factors for increasing trust in the company is its active presence in social networks. Mobile marketing: Mobile marketing is becoming increasingly relevant. During and after the period of self-isolation, the time spent in front of a computer has increased. Influence marketing: The role of influence marketing is growing. Advertising by an influencer inspires more trust than advertising on the company’s official pages. Other: User preferences differ depending on the place of residence. Consumer preferences change depending on education. The analysis allows the authors to formulate recommendations on the use of digital marketing tools for an audience aged 18–25.