Transformations in Digital Marketing in Peruvian Companies: An Analysis of the Impact of the COVID-19 Pandemic in 2020 (#792)

Authors

Zegarra Escudero, Homero

Constantino Muñoz, Angélica María

Abstract

This quantitative research article examines the consequences of the COVID-19 pandemic on the planning, organization, leadership, and control of online marketing or digital marketing strategies of Peruvian companies throughout 2020. References were compiled through the creation of a database and a literature review approach, which was examined retrospectively without controlling the measurements, based on the measurements of the variables studied. Data analysis employed both descriptive and inferential statistical methods to identify significant patterns and relationships. The health emergency disruptively altered the perspective of digital marketing, particularly in Peru, where companies were compelled to rapidly adapt to a continuously changing digital environment. The study evaluates how planned strategies and their implementation were assessed during the health emergency to maintain contact with clients, consumers, and potential clients online, aiming for consumer satisfaction amid health uncertainty. It also explores the consequences and outcomes experienced by small, medium, and large companies.