Digital marketing at the service of the commercial performance of the Tunisian company during the health crisis of COVID-19

Abstract

In a context marked by growing awareness of digital challenges, the introduction of digital marketing practices is becoming a major challenge for businesses and is now a strategic challenge to be met. More than ever, they are playing an important role in the business world, particularly during the COVID19 health crisis. Indeed, digital literacy becomes no longer a choice or luxury that companies can afford, but an imperative if they want to remain successful. This article aims to provide a fairly successful theoretical framework for a better understanding of the role played by digital marketing in improving business performance. Therfore, the research question revolves around the following question: how can the determinants of digital marketing strategy strengthen the commercial performance of Tunisian companies in the era of the coronavirus? The interest of this work is twofold, in a first step we will propose a theoretical foundation that highlights the relationship between the two basic concepts, namely digital marketing and commercial performance. In another hand, the proposed research methodological framework will be the subject of a second stage. It will focus on a quantitative approach to data collection through the administration of an electronic survey. The sampling method chosen is the stratified probabilistic method. The sample will be made up of 72 marketing or sales managers from Tunisian companies belonging to different sectors of activity. By way of illustration, the introduction of a digital marketing strategy is captivating not only because it offers new opportunities for rapid development on the web, but also because it represents the potential to be an important driver for strengthening the business performance of the company.

Keywords:commercial performance, specificities of digital marketing, determinants of digital marketing strategy, health crisis, Tunisian company.

Classification JEL : M31

Paper type :  theoretical research