EVOLUTION OF MARKETING STRATEGIES IN THE GIG ECONOMY: FROM TRADITIONAL TO DIGITAL PLATFORMS

Gone are the days when we would sit down every morning on the porch and read the newspaper to scout job opportunities, circle the interested ads with a pen or a marker then go and dial the given number or go for an interview at the said address. Where finding jobs that did not come with many commitments and a fix hour of mundane work schedule , where being stuck at a 9 to 5 job seemed pretty much normal .No more are people seeking such jobs or opportunities rather working multiple jobs in a single day on hourly basis and getting paid on the same day has become the new normal of many .

Considering the trends and the current generational ideologies there was a huge shift in marketing and advertising from the traditional print media to digital marketing.

We are not left uncharmed  by the perky notifications by food delivery apps where they not only appeal to our appetite but also to our emotions. The engaging youtube ads or sponsored stories on instagram compel us to watch them rather than clicking on the skip button. Watching young artists,  gen Zs doing the work of their dream and maintaining a work-life balance on reels motivates us to look out of the box and take up tasks or jobs  that we really enjoyed doing but lacked the courage to move towards due to traditional requirements of Job security.

This paper aims to find out the impact of digital marketing on the increasing number of gig economy workers especially in the age group of 18 to 25 yrs.