ABSTRACT
After the World War II, the Coronavirus disease (COVID-19) is considered one of the greatest global challenges experienced by human beings. Undoubtedly, it has dented badly living style of human beings covering every aspect of life. Precautionary measures such as lockdown, social distancing, and standard operating procedure have resulted in closure of physical businesses. Economic activities of business sectors around the world have been jolted completely. Individual behavior has shifted toward online systems via different devices supported by Internet. People visit different websites launched by different business sectors to fulfill the basis amenities of life. Online purchasing has become a “new norm” as consumers have shifted toward online platforms. The unprecedented scenario calls for radical adaptations to new marketing techniques and working environment to address the problems posed by COVID-19. Consequently, marketing policies and strategies have been modified significantly. As consumer behavior has modified, the business sectors have reshaped their strategies. Study of consumer 238segment, business competitors, development of strong relationship with the consumer, and meeting the expectation of consumer is the need of the hour. Growth demands agility in marketing without compromising with the brand value. Creative approach and customer’s satisfaction nourishes the business. Different brands have handled the situation very tactfully by critical evaluation of consumers’ plight. Customer relationship management (CRM) is responsible for the initiatives like personalization, email marketing, and coupons. Various brands have prioritized e-commerce to stay connected with consumers and are utilizing different tactics such as promotional devices for the survival of business.
