Impact of Covid-19 on Digital Marketing in Ghana: Opportunities and Challenges
Gyan, Andrew Ofori (2022)
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022121127878
https://urn.fi/URN:NBN:fi:amk-2022121127878
Tiivistelmä
Abstract
The usage of digital marketing is prevalent in the digital age and has become an important ally for businesses. At the peak of COVID-19, digital marketing became one element of the “new normal” the world was intro-duced to.
Although digital marketing has become one of the important ways of operating in an era of crisis such as COVID-19, the importance, challenges and opportunities of digital marketing has not been documented espe-cially in Ghana. The purpose of this research was to reveal the importance of digital marketing in a crisis par-ticularly during COVID-19 in Ghana. Moreover, the goal of the research was to highlight the opportunities and challenges of digital marketing.
In all, 500 samples from an online survey among SMEs, digital marketers and internet users were used as research data in the study. Microsoft Excel and SPSS v 26 were used to generate frequency tables and charts for analysis. The research results inferred that COVID-19 had a significant positive impact on digital market-ing.
The new normal of staying at home, working from home and reduction in physical contact presented plenty of opportunities for digital marketing. However, the full utilization of the benefits of digital marketing has not been harnessed due to the lack of skills and knowledge in digital marketing to produce contents that will ef-fectively appeal to internet users.
Based on the results of the thesis, a further study could address determinants of online purchase decisions to help shape the content of digital marketers to meet the needs of internet users.
The usage of digital marketing is prevalent in the digital age and has become an important ally for businesses. At the peak of COVID-19, digital marketing became one element of the “new normal” the world was intro-duced to.
Although digital marketing has become one of the important ways of operating in an era of crisis such as COVID-19, the importance, challenges and opportunities of digital marketing has not been documented espe-cially in Ghana. The purpose of this research was to reveal the importance of digital marketing in a crisis par-ticularly during COVID-19 in Ghana. Moreover, the goal of the research was to highlight the opportunities and challenges of digital marketing.
In all, 500 samples from an online survey among SMEs, digital marketers and internet users were used as research data in the study. Microsoft Excel and SPSS v 26 were used to generate frequency tables and charts for analysis. The research results inferred that COVID-19 had a significant positive impact on digital market-ing.
The new normal of staying at home, working from home and reduction in physical contact presented plenty of opportunities for digital marketing. However, the full utilization of the benefits of digital marketing has not been harnessed due to the lack of skills and knowledge in digital marketing to produce contents that will ef-fectively appeal to internet users.
Based on the results of the thesis, a further study could address determinants of online purchase decisions to help shape the content of digital marketers to meet the needs of internet users.