Transformation of digital marketing and consumer behaviors due to crisis: A research on generation

New marketing techniques have emerged as a result of the developments in traditional marketing methods, and information and communication technologies, With the rise of network technologies, and network society dynamics, the channels where goods and services are marketed are moved to digital environments. The transformation of digital Technologies creates a revolutionary change in individual and societal relationships as well as production and consumption systems in economic, political, legal, and social aspects. The change in consumer behavior and consumption patterns also changes the dynamics of digital marketing and creates new technologies, and content. Network technologies, social media environments and mobile platforms provided by digital technologies used in conjunction with digital marketing, provide new opportunities and new possibilities at every stage of marketing. As digital technologies become dominant in all areas of life, marketing forms are transforming. In addition to intense digitalization, crisis periods such as the Covid-19 Pandemic period and February 6, 2023 Kahramanmaraş Pazarcık and Ekinözü Earthquakes make this change more visible. The change occurs in marketing methods in crisis periods also differentiates the dynamics of digital marketing in particular issues such as consumption patterns, customer- business relations/ communications, customer relationship management. The technology literacy and habits of the generations using digital technologies, as well as the dynamics of the crisis, affect their consumption patterns. The consumption behaviors and habits of customers show great changes in crisis periods. Organizations using digital marketing methods need to develop proactive strategies in times of crisis and bring new perspectives to marketing instantly.