CBPM 2025 · Vol. 2025, Issue 1

Adapting Marketing Strategies in a Post-Pandemic Digital Landscape: Insights from Project Managers

Nishani Harinarain

Keywords: consumer trust, corporate social responsibility, COVID-19, digital transformation, marketing strategies.

Abstract

The COVID-19 pandemic has significantly transformed business operations, particularly in marketing and consumer engagement strategies. As industries adapt to evolving market conditions, project managers play a crucial role in navigating these challenges. This study explores how project managers adapted their marketing approaches to maintain business resilience and consumer trust during and after the pandemic in KwaZulu-Natal, South Africa. The study aimed to investigate the impact of the COVID-19 crisis on project managers’ marketing strategies, focusing on digital transformation, corporate social responsibility (CSR) initiatives, and consumer engagement tactics. A qualitative research approach was adopted, utilising semi-structured interviews with eight purposively selected project managers. Thematic analysis was conducted to identify key patterns and insights from the collected data. The findings reveal that project managers rapidly increased their digital marketing efforts, shifting towards online platforms, social media, and targeted digital advertising to sustain client engagement. Additionally, the need for agility and flexibility in marketing strategies was emphasised, as project managers continuously adjusted campaigns to align with shifting client behaviours and regulatory changes. Despite these adaptive efforts, challenges such as digital fatigue, budget constraints, and consumer scepticism toward CSR initiatives were identified. The study contributes to the growing body of knowledge on crisis-driven marketing adaptations, offering insights into how project managers can leverage digital tools and CSR to enhance resilience in volatile market conditions. These findings have practical implications for businesses seeking to develop robust marketing strategies that are responsive to future disruptions.