THE ONLINE MARKETING COMMUNICATION IN REAL-TIME MARKETING DURING COVID-19

Abstract

The purpose of the article is to characterize the assumptions and benefits of real-time marketing as a way of responding to the situation caused by the coronavirus. An important goal is also to characterize the specificity of online marketing communication during the COVID-19 pandemic. It was found that the messages focus on image, brand awareness, CSR activities, and much less on selling and communicating the product directly. The content and form of messages correspond to the required restrictions - social distance, staying at home, spending time with family, remote work, preparing meals, etc.