Marketing digital nas Micro e Pequenas Empresas de cama mesa e banho de Tobias Barreto/Sergipe

Abstract

Semi-structured interviews with the manager, dThis undergraduate thesis analyzed, through a qualitative and exploratory case study, how the microenterprise Casa das Colchas, operating in the bed, bath, and table segment in Tobias Barreto/SE, applies digital marketing strategies on the Shopee platform.irect observation of the marketplace profile, analysis of sales and engagement metrics, and review of internal documents revealed the coordinated application of demographic and behavioral segmentation, advertising and coupons via Shopee Ads/Coins, seasonal campaigns (free shipping and festive dates), live streaming with storytelling, active social media presence, relationship marketing (email, personalized notifications, responses to feedback), and analytical tools (Google Analytics, CRM). These actions, even with a limited budget, expanded the store’s geographic reach, increased average ticket value, and reinforced customer loyalty. However, challenges were identified, such as maintaining content regularly, lack of time and staff for multichannel management, and limited access to specialized support. It is concluded that, in the case studied, digital marketing is decisive for competitiveness in the marketplace, shaping the entire customer journey and offering a basis for future research on training and sustaining these practices in local micro and small businesses.