GLOBAL TRENDS IN ADVERTISING STRATEGIES IN A COVID-19 ERA: EVIDENCE FROM CHINA AND GERMANY

The aim of this article is to examine the impact of Covid-19 on marketing and advertising strategies in a global context, with particular references to China and Germany. To reveal the changes, the situation in marketing and advertising strategies within the international context before and during the pandemic is compared. The differences between traditional and digital marketing are analysed; the marketing techniques to boost marketing strategies are revealed; the peculiarities and future trends in the advertising strategies of both countries are discussed. We discovered that in the last decade companies, advertising agencies and marketers of both countries have spent a lot on digital advertising, year by year increasing investments and expenditures. It was concluded that digital marketing and digital channels are the best way to reach customers, especially in a time of the Covid-19 era. Despite the immediate drop in advertising spending, especially at the beginning of the coronavirus pandemic (15% decline in China and 8 % in Germany), trends towards the development of digital advertising will continue in post-crisis recovery.