O uso do Instagram como ferramenta estratégica de marketing digital utilizada pelo Food Park e seu lojista em Aracaju

Abstract

This research sought to identify the digital marketing strategies used by the Food Park and its Aracaju retailer on Instagram. In which, it sought to describe which strategies were implemented by each organization, Food Park and the retailer, as well as compare the strategies and check whether there is any relationship between them, that is, whether the strategies were made together or not because it was the same space. The research method used was qualitative, in which we sought to collect data through an interview, containing 11 open questions and carried out in person, with prior authorization from the interviewee. And to analyze this data, the textual analysis method was used, to make greater use of the translation of this data. Finally, it was found that companies do not use digital marketing planning, except Food Park A, which seeks to post current content, but without adequate planning. In relation to the “attracting” customers category, Food Park A uses content marketing to attract its customers, but without consistency in its posts, as the retailer informs that its posts are made randomly. It was also found that both the retailer and the Food Park use tagging to link their post to each other and hashtags to reach a different audience than their account. Thus, it was noted that the strategies used by the Food Park were: content marketing, relationship marketing and viral marketing, while the store owner used relationship marketing. Therefore, it is clear that companies need to implement planning for their strategies and make better use of the Instagram tool for marketing.