Estratégias de marketing e mídias digitais : análise com empreendedores de Aracaju/SE

Abstract

The research aims to analyze marketing strategies applied in social media to leverage sales in small businesses in the clothing sector. Regarding the methodology, it is qualitative, exploratory and descriptive approach using the multiple case study method and as a data collection instrument the semi-structured interview. In the research found that the pandemic period was complicated and to leverage sales used social networks, especially Instagram, because it has several tools that provide a better interaction with the customer. And as a strategy the most used was the constant presence on social networks publishing photos and thus reinforce the brand. Therefore, we note the importance of social networks and digital marketing strategies for small businesses in this pandemic to leverage sales, since social networks are efficient for companies to achieve their corporate communication, making clear their brands and values, while strategies establish the relationship with the customer in the virtual world. Thus, it is concluded that the use of social networks with strategies is increasingly competent is an increasingly strong trend for companies and those who do not adapt to this new reality will end up closing the doors.