Post-pandemic marketing: when the peripheral becomes the core

Purpose The purpose of this paper is to articulate the impact of COVID-19 on marketing. It will shift from "physical first" to "digital first," and from "selling to serving" the customers. This will impact all 4 Ps of marketing, as well as branding and innovation. Design/methodology/approach It is a conceptual paper based on literature review. The underlying construct used is transaction cost economics (TCE). Findings Using TCE, the paper finds that both consumers and marketers are very willing to shift to e-commerce and digital platforms which are both convenient, as well as cost-effective. Also, customer support organization will become a strategic advantage in interactive marketing. Originality/value This is an original paper written specifically for the special issue on the post-pandemic shock.