Planejamento estratégico no marketing digital : o caso da Loja Tendência

Abstract

The general objective of this research was to analyze how consumer data, collected through social media and other technological tools, is being used by Loja Tendência in its digital marketing strategy. The Information System, through data collection, contributes to improving the flow of information within the company, supporting the improvement of decision-making strategies, aiming to maximize results. The development of information systems leads organizations to obtain the necessary security in their administrative process. Understanding how the connection between data and the flow of information occurs within a company is essential for effective planning. The correct capture of data, its interpretation and subsequent dissemination of information are fundamental for the organization, planning and survival of the company in such competitive markets. The methodology used was descriptive, through case study and documentary research. In the case study, the report from the company Tendência was analyzed, which manages data, transforming it into information for carrying out strategic planning, in a safe way, which minimizes risks. It was concluded that data capture and management, if done properly, promote efficiency and agility regarding strategic planning, bringing a competitive advantage to the company.