How has the role of digital marketing changed in today’s unprecedented times? Dr Anna Tarabasz (Assistant Professor – Marketing and Deputy Director – MGB Internships, SP Jain) shares her insights in an article titled ‘Compassionate Digital Marketing During COVID-19’. The article has been published by Routledge, a leading academic publisher, on July 13, 2020.
Routledge is a global publisher of academic books, journals and online resources in the Humanities and Social Sciences. They publish thousands of books and journals each year, serving scholars, instructors and professional communities worldwide.
The article highlights the impact of COVID-19 on digital media consumption and the need for brands to rethink their digital marketing strategies to reflect the changing external environment.
“When many businesses around the world are either still closed or reopening after lockdown, and health and safety of citizens is a paramount concern, organisations should be sensitive about the messages they communicate through the digital channels. A compassionate and empathetic approach to digital marketing needs to be taken,” writes Dr Tarabasz.
Dr Tarabasz was also part of an expert panel for a webinar on ‘Engaging Digital Channels: Effective Toolkit in Times of Crises’ which focused on the need to understand how people have been consuming information and entertainment through the digital channels during COVID-19.
The webinar was held to mark the launch of the book Digital and Social Media Marketing. Dr Tarabasz has authored the fifth chapter “Campaign Planning and Project Management” in the book which is being utilised by The Chartered Institute of Marketing (CIM) as a handbook for courses related to digital marketing.
