As estratégias de marketing e comunicação no contexto da cultura da convergência midiática: os empreendedores aracajuanos

Abstract

The research "Marketing and Communication Strategies in the Context of Media Convergence Culture - Entrepreneurs from Aracaju," conducted between 2019 and 2021, aimed to investigate the profiles of entrepreneurs in the city of Aracaju and the communication and marketing actions they adopt within their strategies. A qualitative research methodology was employed, based on the study conducted by Endeavor Brazil in 2013, using semi-structured interviews, which were analyzed through Content Analysis, as proposed by Bardin (2016). The project was carried out by the Research Laboratory in Entrepreneurship and Innovation at the Federal University of Sergipe (LEI-UFS) and linked to the CNPq PQ2 Fellowship project (No. 312260/2020-2). The findings revealed that entrepreneurs in Aracaju utilize digital marketing strategies with either in-house or outsourced teams, face difficulties in scaling through paid traffic, and invest minimally in content production aimed at attracting potential clients. It was also observed that entrepreneurs invest little in automated relationship management.