Impact of COVID 19 on Digital Marketing: A Systematic Study on Sub Saharan African

Abstract

The spread of the COVID-19 pandemic has had massive impacts on digital marketing, notably in Sub-Saharan Africa, which had been the preferred method of marketing in recent years. The term "Sub-Saharan Africa" is used to describe the African countries south of the Sahara Desert. This includes the eco-region of the Sahel, which lies between the Sahara and the African tropical and forest savannah zones, and the island states off Africa's western and eastern borders. South Africa, Sudan, Nigeria, Kenya, and Angola are just a few of the 48 countries that make up Sub-Saharan Africa. This study seeks to determine the impact of COVID 19 on digital marketing in Sub-Saharan Africa. Utilizing systematic review and, especially, the quick review approach, this objective was accomplished. The study concluded that COVID 19 had both positive and negative impacts on digital marketing in Sub-Saharan Africa. Sales, advertising, and promotion via digital channels have increased, which is a positive development. As a result of the lockdown and the corona virus epidemic, people are more likely to conduct business on the internet. Enhanced internet marketing has helped firms in Sub-Saharan Africa expand their clientele, revenue, and profits. Unfortunately, many digital marketing firms' reputations were damaged because some users abused their access to various online services by engaging in fraudulent activities during the epidemic. Ad, marketing, promotional, and media spending have all been adjusted as a result of the global COVID-19 epidemic. The study concluded and suggested that Sub-Saharan businesses and government institutions must be courteous, employ digital marketing, and respond to consumers during cultural events like the COVID-19 pandemic. To keep consumers, brands must fix the problem while being positive. Adjusting marketing campaign and content timings, advertising language and visuals, and being aware of customers' growing concern may do this. Under the global pandemic, Sub-Saharan African (SSA) firms must rely more on digital sales or e-commerce to flourish.