Digital Marketing Strategy to Face the Challenges of Changing Consumer Behavior in the Post-Pandemic Era

Abstract

Changes in consumer behavior in the post-COVID-19 pandemic era have created new challenges for companies' digital marketing strategies. With shifting consumer preferences and habits, companies must adapt and develop the right approach to maintain and increase customer engagement. In this study, we use sentiment analysis to understand consumers' views on digital marketing strategies in the post-pandemic era. Comment data from social media, product reviews, and other online platforms were collected and analyzed to identify consumer sentiment towards various aspects of products and services. We also created a sentiment dictionary that includes positive, negative and neutral words relevant to the products and services offered. The results of the sentiment analysis showed that there were diverse consumer views towards the products and services. Some consumers respond with positive sentiments, while others show negative or neutral sentiments. Positive comments can be a valuable asset in building brand credibility and attracting potential customers, while negative comments can be used as an opportunity to improve product quality and customer service. Sentiment analysis also underscores the importance of customer experience in the face of changing consumer behavior. An easy, practical and responsive online shopping experience goes a long way in increasing customer satisfaction and loyalty. Sentiment analysis is an effective tool in understanding consumer views and needs in the post-pandemic era. By leveraging insights from sentiment analysis, companies can improve their digital marketing strategies, strengthen customer relationships, and achieve success in facing the challenges of changing consumer behavior in the post-pandemic period.