The Evolution of Digital Marketing: A Comparative Analysis of Digital Marketing Before and After the Covid-19 Pandemic

The COVID-19 pandemic has catalyzed a seismic shift in digital marketing practices, with platforms like TikTok emerging as pivotal tools for businesses to engage with consumers in new and impactful ways, reshaping the landscape of marketing strategies and emphasizing the importance of adaptation to emerging trends and technologies. This study delves into the evolution of digital marketing through social media, investigating its transition from a supplementary tool to a necessity for business success. It explores pre-pandemic social media marketing strategies, highlighting content creation, advertising, and influencer marketing, while also examining the emergence and surge in popularity of platforms such as YouTube, Instagram, and TikTok. Furthermore, it analyzes the impact of COVID-19 on consumer behavior and the response of businesses, underscoring the necessity for a digital business strategy. As well as presents a comparative analysis of the changes in marketing strategies and platform utilization before and after the pandemic. In conclusion, this study combines key insights, discusses implications for future marketing practices, and identifies avenues for further research.