Empresas familiares aracajuanas e a utilização das ferramentas de marketing digital

Abstract

The recognition and importance of digital marketing tools for all organizations, including family-type companies, is notorious. In this sense, the present study entitled Family-type companies and the use of digital marketing tools aims to analyze the use of digital marketing tools in social networks in family-type companies. As specific objectives, we have: Characterize the profile of the studied family. Methodologically, this is a qualitative-descriptive study, applying multiple case studies and collecting evidence through interviews in five family-owned companies in the city of Aracaju/SE. The results reveal the use of digital marketing tools to increase sales, generate wordof-mouth marketing, increase loyalty and reduce customer support costs, however, there is still a lack of expertise in this area on the part of entrepreneurs, requires the strategic planning of marketing tools, as organizations are promoters of benefits, in this sense, the implementation of a management system for digital marketing tools would represent a differential in competitiveness in the current market, thus, there is a need for new investments in the marketing sector.