Digital transformation in Greece during COVID: A case-study on digital marketing strategies’ effectiveness

Abstract

This paper aims to examine the effectiveness of all digital marketing strategies (i.e., marketing campaigns that appear on a computer, phone, tablet, or other device that can take many forms, such as internet videos, display ads, search engine marketing, paid social media ads, and social media posts) employed by Greek enterprises due to the digital transformation they went into due to the ongoing COVID 19 pandemic. A questionnaire of 16 questions was used and a sample of 358 questionnaires was surveyed. The results were analyzed based on age groups. Millennials and Generation X possessing different digital skills, ended up into developing different consumer preferences. The findings are of particular importance to Greek SMEs that since COVID are learning paving their growth strategies through digital paths adjusting to the new digital era.

JEL classification: O33, L21, H12

Keywords: Digital marketing, COVID, Millennials, generation X, consumer preferences