RESILIENCE STRATEGIES OF DIGITAL MARKETING BUSINESS FOR COPING AMIDST COVID -19 PANDEMIC

RESILIENCE STRATEGIES OF DIGITAL MARKETING BUSINESS FOR COPING AMIDST COVID -19 PANDEMIC.

INTRODUCTION. The rapid spread of a novel coronavirus in 2019 has posed a threat to world health and the economy. The virus mainly spreads through human contact which, in a business perspective has resulted to a disruption in traditional business practices. COVID-19 has turned human touch into a risk, hence practicing social or physical distance is a crucial guideline for stemming the virus's spread over the world. Some organizations have been able to swiftly adjust to a remote infrastructure, others have been forced to lay off employees, reduce compensation, or even halt operations. This is a challenge for traditional, brick-and-mortar enterprises to transition to e-commerce and adapt digital business models as many of the conventional contact avenues have been made unsafe..

THEORIES. Theoretical Framework The theory is based on two concepts ‘Contingency’ and ‘Strategic’ aspect of contingency. A Contingency is a need for different tasks of a sub-unit in an organization on which tasks of other sub-units create an effect. This contingency becomes strategic once other subunit starts controlling more contingencies and becomes powerful in an organization. As per the Strategic contingency theory, a leader becomes a central part of an organization due to his/her unique skills to solve issues or problems which others are unable to solve. Hickson who is the founder of this theory wrote that organizations can be described as a collection of departments or functions that align together to cope with uncertainty. Factors like politics and power play an important role in the management of strategic contingencies..

CONCEPTUAL FRAMEWORK. Problems Met During Pandemic.

STATEMENT OF THE PROBLEM. I. What is the profile of the respondents according to: 1.1 Age 1.2 Gender 1.3 Length of service in the company 1.4 Civil Status 1.5 Highest Educational Attainment 1.6 Nature of Digital business 1.7 Position 1.8 Status in the company 1.9 Monthly Salary II. What are the problems met during the pandemic? 1.1 Lack of manpower 1.2 Alternative workforce 1.3 Health issues 1.4 Demand and supplies 1.5 Limited mobility.

STATEMENT OF THE PROBLEM. III. What resilience strategies have the business applied? 1.1 New Digital Experiences 1.2 New Partnerships 1.3 Supply Chain 1.4 Sales-Model Change 1.5 Faster Product Development.

METHODOLOGY. Method of Research This study will make use of Exploratory Research design Qualitative Research. It is used to gain an understanding of underlying reasons, opinions, and motivations. It provides insights into the problem or helps to develop ideas or hypotheses for potential quantitative research. Research Instruments The main data gathering tool will be the questionnaire. It will be used to gather the data related in the study and will be employed to gather the significant information to answer specific problems stated in the study. Data Gathering Procedure In order to serve their intended respondents, the researchers allocated time, effort, and cooperation to construct the questionnaire. Individual questions and modified questions from relevant research were used to create the survey..

SAMPLING & STATISTICAL TREATMENT. The simple random sampling was used to select the number of respondents for this survey. Thomas (2020) defines simple random sample is a randomly selected subset of a population. In this sampling method, each member of the population has an exactly equal chance of being selected. 1. Scaling Questionnaire Every category is assigned a numerical value, such as “Strongly Disagree” is equal to 1 and “Strongly Agree” is equivalent to 5, to evaluate replies to a scaling questionnaire. The weighted mean will be used to determine the total assigned value. The scoring system must be: a high score consistently indicates a good reaction, and a low score indicates an unfavorable response..

SAMPLING & STAT. TREATMENT. 2. Frequency and Percentage Distribution A frequency and percentage distribution is a visual representation of data that shows the number of observations for each data point or cluster of data points. Identifying the overall number of observations to be presented and counting the total number of observations within each data point or grouping of data points are both steps in the frequency and percentage distribution procedure. P = F x100 N Where: P =percentage F=frequency of response N =number of respondents.

RESULTS. 1. Profile of Respondents. Age Online Seller Globe Telecom Toyota Company TOTAL f % f % f % f % 20-25 22 96% 11 55% 15 71% 48 80% 26-30 1 4% 7 35% 1 5% 9 8% 31-40 0 0% 2 10% 4 19% 6 11% 41 & above 0 0% 0 0% 1 5% 1 1% Total 23 100% 20 100% 21 100% 64 100%.

2. Are these factors of business used to be a constraint of the situation that occurred midst of pandemic?.

ONLINE SELLER N=23 GLOBE TELECOM N=20 TOYOTA COMPANY N=21 Grand Weighted Mean N=64 Verbal Interpretation Rank Weighted mean Weighted mean Weighted mean a. Digital Transformation Trends 3.39 2.85 3.76 3.33 Neutral 3 b. Joint Venture 3.26 3.05 3.43 3.25 Neutral 3 c. Client-centricity: Plan and Deliver for the segment of one 3.26 2.95 3.29 3.17 Neutral 3 d. Customer Centric Model (focuses on providing solution in customer’s pain point) 3.52 2.95 3.48 3.32 Neutral 3 e. Modify an existing product 3.48 3.0 3.33 3.27 Neutral 3 TOTAL GRAND MEAN 3.27 Neutral.

CONCLUSION & RECOMMENDATION. SOP CONCLUSION RECOMMENDATION 1. Profile of Respondents Most of the respondents are Female and Permanent employees ages 20-25 years old are single with mostly have a monthly salary below 10,000 pesos for online sellers and Globe Telecom, only Toyota Company have a maximum number of employees have a monthly salary above 10,000 pesos. Since the employees of the respective three Industry using digital marketing platform are permanent on their job with single status and is more likely female, these three companies should associate with IATF regarding in maximizing their capacity to facilitate their employees without having a trouble in COVID-19 protocols and worries to the family of their employees if such job-on-site are applied. 2. Are these factors of business used to be a constraint of the situation that occurred midst of pandemic? The respondents concurred that workforce reduction is the top problem met in the business during pandemic with 3.54%. The study shows that most of the respondents agreed that workforce reduction is top factor that is met during pandemic 3. Is the organization implementing these resilience strategies in terms of digital marketing? Majority of respondents agreed that the effective strategy applied by their company is a Digital Transformation Trends with 3.33 weighted mean. According to the data gathered from the respondents, Digital Transformation Trends is the effective strategy applied by their company amidst pandemic..

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