IMPACT OF THE COVID-19 PANDEMIC ON TRANSFORMATION OF DIGITAL MARKETING ACTIVITIES IN RESTAURANT BUSINESS

Abstract

Article discusses the transformation of digital marketing activities in restaurant business under the influence of the COVID-19 pandemic in terms of the use and interconnection of online-channels of interaction with target consumers to achieve the company's business goals. Simultaneously with negative impact of the COVID-19 crisis on catering sector, a positive impact on development of digital marketing was revealed in context of increasing consumer engagement in social networks and online-content. Special attention is paid to the practical example of implementation of digital marketing strategy of catering company.