The impact Covid-19 had on the marketing industry: Case study- Communications agency X
Sonntag, Casimir (2021)
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202105107940
https://urn.fi/URN:NBN:fi:amk-202105107940
Tiivistelmä
This thesis explores how the Coronavirus, which was discovered in late 2019 spread across the world causing a global pandemic. The pandemic had huge ramifications across the globe for both businesses and consumers, and this thesis aims to highlight the impacts on the marketing industry, by taking a closer look at a Helsinki based case study: Communications agency X.
The objective of this thesis was to gather data on how Covid-19 impacted marketing communication agencies, and how they managed to stay afloat by changing their strategies to fit the new normal. The research questions were divided into 3 themes, which were also used as the subjects for the qualitative research, conducted in chapter 4.
The research questions were the following:
- Challenges and opportunities during the pandemic
- Changes in client relationships
- Changes to marketing content
To begin with, the subject matter was researched from a theoretical standpoint, which was compiled of articles and posts about the virus itself, the impacts it had on businesses in general and finally how it affected the marketing industry.
The consequences the pandemic had on the marketing industry was accumulated over the span of 6 month, collecting detailed accounts and opinions from various sources. The theoretical data shows both the negative and positive effects that the virus caused for the industry.
The empirical data was collected using a qualitative research method. The research took the form of semi structured phone interviews with 4 members of staff from who work or have worked at the case study company during the time of the pandemic. The recorded and transcribed interviews were conducted during the first quarter of 2021.
The research findings confirmed that while the pandemic hit the industry hard and forced many to adapt to changes and needs of both client and consumers, the pandemic also pawed way for new opportunities, such as an increased use of digital marketing, which opened doors for new jobs. Remote working was also seen as a blessing as it removed unnecessary micro- management and allowed industry staffers to be more creative.
The objective of this thesis was to gather data on how Covid-19 impacted marketing communication agencies, and how they managed to stay afloat by changing their strategies to fit the new normal. The research questions were divided into 3 themes, which were also used as the subjects for the qualitative research, conducted in chapter 4.
The research questions were the following:
- Challenges and opportunities during the pandemic
- Changes in client relationships
- Changes to marketing content
To begin with, the subject matter was researched from a theoretical standpoint, which was compiled of articles and posts about the virus itself, the impacts it had on businesses in general and finally how it affected the marketing industry.
The consequences the pandemic had on the marketing industry was accumulated over the span of 6 month, collecting detailed accounts and opinions from various sources. The theoretical data shows both the negative and positive effects that the virus caused for the industry.
The empirical data was collected using a qualitative research method. The research took the form of semi structured phone interviews with 4 members of staff from who work or have worked at the case study company during the time of the pandemic. The recorded and transcribed interviews were conducted during the first quarter of 2021.
The research findings confirmed that while the pandemic hit the industry hard and forced many to adapt to changes and needs of both client and consumers, the pandemic also pawed way for new opportunities, such as an increased use of digital marketing, which opened doors for new jobs. Remote working was also seen as a blessing as it removed unnecessary micro- management and allowed industry staffers to be more creative.