Post-Pandemic Marketing Challenges and Strategies

Abstract

The objective of this project is to identify major obstacles retail marketers faced since the COVID-19 pandemic, and which methods can be identified as the “future of marketing” for the post-pandemic environment. An in-depth analysis of retail brands, insightful surveys, and consumer trends has been conducted. From this method, four major challenges have been identified. First, a change in overall safety guidelines that force companies to comply with new health and safety standards, including limiting in store capacities, was inevitable. Second, unforeseen shifts in demand left manufacturing companies struggling to keep up. Third, a change in general industry standards has caused brands to do away with conventional retail theory. Lastly, the threat of e-commerce giants makes it difficult for small businesses to compete. Four key marketing strategies have been identified in order to adapt to the post- pandemic environment as well.