Abstract
Short-term facing the business challenges, created in the so-called „the first wave" of the coronavirus, mainly refers to the cancellation of promotional campaigns and the reduction of the budget intended for marketing. Such tactics have proven to be unprofitable, because communication and brand presence are even more important during a crisis situation. Most companies and brands recognized the importance of digital marketing during the pandemic, and through their online presence conveyed messages of support to their customers, informed about changes in the provision of their services, as well as adopted measures to improve hygiene in the work process and safety of employees who were in their work positions during the pandemic. In this way, they ensured and improved a positive awareness of their brand. In addition, by supporting the global message "Stay at Home", brands have designed their new strategies and created their online content accordingly, thus indirectly pointing to social responsibility and reaching their consumers and followers.
References
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