Marketing 5.0 and new technologies before and after the COVID-19 pandemic

The concept of marketing has evolved from a first stage (marketing 1.0), based on the product, to the present scenario (marketing 5.0), characterized by the incorporation of new technologies and the implementation of digital marketing policies and online sales. A quantitative and qualitative analysis of a group of companies before and after the pandemic shows that the arrival of the virus has increased the use of the internet, mainly to overcome the difficulties caused by social distancing measures, although the effect has been temporary. However, there is still work to be done when it comes to the analysis of big data for market research purposes or to the development of other technologies like Artificial Intelligence (AI) or the Internet of Things (IoT).