Mapeamento das ações de marketing digital da imobiliária Santa Casa na cidade de Chapecó-SC

Abstract

Over time, digital marketing becomes important for organizations due to changes perceived through consumer behavior. With the evolution of the internet, people are much closer to the products or services of companies and, through digital channels, consumers, being internet users, use digital means to carry out their research. The internet has been part of people's lives and organizations, understanding the importance of adapting to the evolution of technology, have been concerned with building and maintaining a strong digital brand image. Thus, this research aimed to map the digital channels used by a real estate company whose name was kept confidential throughout the study. That said, a research is classified as applied to a qualitative research and in terms of procedures it is identified as documentary. As a data collection instrument, an interview was used with a manager of the organization where questions related to three groups of the company were considered, including the identity level of knowledge of the manager on matters related to the topic, the digital channels and the strategies used by the company. With a content analysis coming from the conversation, it is really concluded that the organization needs to evaluate digital marketing more from the definition of its strategies for the digital market. Finding out with the organization's data is necessary to invest in incentives in time and resources in its platforms to improve the structure in the online environment. The research provided in understanding how companies that have more like their pages on the platforms where they post some content, does not correspond to a preference in the organizational plans in a strategic way.