South Africa, June 29 -- The worldwide Covid 19 pandemic has had an undeniable impact on the value chain of many industries. For some, supply has completely dropped while others are struggling to keep up with the new and unprecedented levels of demand. It goes without saying that "business as usual" left the chat some time ago and marketers are faced with their biggest challenge ever in the face of the modern era's biggest pandemic. A new approach to existing marketing strategies is a necessity during these trying times.

Social distancing and the limiting of consumer presence in-store has resulted in many brands opting to focus their investment towards online sales as digital has suddenly catapulted from a support function to the star of...