Iai, como coloco isso no meu negócio? Um estudo do marketing digital no contexto das microempresas de um município do interior semiárido nordestino

Abstract

Digital marketing, which utilizes information and communication technology (ICT) devices, extends beyond internet marketing (online marketing) and encompasses various types of communication, promotion, and marketing through electronic devices. While digital marketing is important for remaining competitive in the modern market, its implementation effectiveness varies depending on the company's size. Therefore, this research aims to understand how microenterprises in the semi-arid interior of the Northeast region implement digital marketing as a strategy for competitive advantage and financial sustainability. To this end, Tornatzky and Fleischer's (1990) TOE model was used to identify factors that influence the implementation process and expectations, adapted from Eze et al. (2021). This model aims to understand the value attributed to digital marketing and investigate the elements that reflect competitive advantage and financial sustainability based on Barney's (1991) Resource-Based View (RBV). Therefore, this work is descriptive and exploratory, qualitative in nature, using a mixed approach (deductive and inductive) and a cross-sectional perspective. The sources of evidence are limited to interviews and documentation conducted in thirteen cases in the municipality of São Raimundo Nonato (SRN), Piauí. The results indicated that the channels used by microenterprises are social media, electronic devices, and websites, with the popularity of social media standing out, as well as posting as the primary tool. Regarding the interfering factors, low technological know-how, the owner's or manager's lack of time with multiple tasks, and the lack of qualified labor in the market were the most frequently cited by interviewees, but not the only ones. Furthermore, increased sales emerged as the most discussed expectation in the research. It is observed that creativity in adapting digital tools and incorporating contemporary marketing characteristics enabled the achievement of strategic digital marketing functionalities aimed at competitive advantage and financial sustainability in some cases. Finally, this work contributed to broadening the understanding of the context of microenterprises, particularly in the Brazilian semi-arid Northeast, within the scope of organizational research, in addition to offering subsidies for the digitalization and development of small entrepreneurs, which in turn contributes to the economic and social strengthening of the São Raimundo Nonato region.