Uso do Instagram como ferramenta de marketing em um laticínio de Nossa Senhora da Glória, Sergipe.

Abstract

Digital marketing is essential for businesses to grow in today's market. The internet and social networks are important tools for dissemination and income generation. In the dairy sector, such as the company studied in Sergipe, digital strategies are crucial due to competition and logistical challenges. The ease of access to the internet directly impacts the success of companies' digital marketing. The digitalization of the market exposes a range of opportunities and challenges, raising the following question: "How have digital marketing strategies been developed and applied effectively in a medium-sized dairy in Sergipe to improve its market performance?". Thus, the general objective of this work was to identify the digital marketing strategies that were adopted by a dairy in Nossa Senhora da Glória, Sergipe, to improve its performance in the market. The research for this work was carried out through a literature review and a case study. The case study was carried out at the Empresa studied dairy, located in the Alto Sertão Sergipano region, in the municipality of Nossa Senhora da Glória/SE. The focus of the case study was to identify the characteristics of the posts that generate the most engagement. Analysis of the posts revealed a cohesive and well-articulated approach, which highlights the variety of products offered. The digital strategies adopted by the company seek not only to promote products but also to engage the public in an authentic way, building trust and brand loyalty. It can be concluded that the digital marketing strategies of the studied Company were consistent, diversified, and effective, encompassing the appreciation of the product, the creation of emotional connections with consumers and the promotion of brand loyalty. The studied Company stands out as an example of success in the use of digital tools to connect with customers, being able to inspire and guide other companies in their own digital strategies.