Marketing digital na pandemia de Covid-19: um estudo de caso em um supermercado da Região das Missões - RS

Abstract

Internet marketing strategies are the focus of digital marketing, where organizations and consumers seek total interaction in their relationships, providing an exchange of information that is agile, personalized and dynamic. With the crisis caused by covid -19, there was a digital transformation in retail, which became a priority for the business to continue operating. At this moment, the adoption of marketing strategies becomes very important for the economic structuring and survival of companies. The present study aimed to identify which digital marketing strategies are used by the Alfa supermarket located in Região das Missões - RS and how these strategies have brought beneficial results to the organization during the covid-19 pandemic period. The research is classified as descriptive, with a qualitative approach, being a case study. The data used in the present study consist of secondary and primary data. Secondary data were collected on the supermarket's Instagram social network, through feed posts, to identify the types of digital marketing strategies that are being used in their posts and to identify changes in behavior in relation to their use during the period of pandemic. Primary data were collected through a semi-structured interview, which consisted of identifying which digital marketing strategies the supermarket manager is using. The collection of financial data referring to the company's operating results, before and during the covid-19 pandemic, was also collected, only the indicators of variation in sales, physical and online. The digital marketing strategies used by the manager are: Online Advertising, Content Marketing, Facebook, Instagram and WhatsApp social networks, YouTube, Viral Marketing and Online Search. The highest percentages of sales volume identified were: in relation to physical sales volume, December 2019 with 21%, being in the pre-pandemic period, and December 2020 with 28%, being in the pandemic period. Regarding the volume of online sales, October 2019 with 29%, being the pre-pandemic period, and March 2020 with 284%, being the pandemic period. The digital marketing strategies that stood out were: the social networks Instagram, Facebook and WhatsApp, Online Advertising and Viral Marketing. Finally, to improve the discussion on the subject, it is suggested that a survey be carried out in the post-pandemic period, in order to observe if the strategies used remain the same or if there will be a change in relation to their use, comparing the different periods.