Desenvolvimento de um plano de marketing digital para uma microempresa na cidade de Chapecó

Abstract

With the evolution of technology, numerous innovations have emerged, microenterprises need to be present in digital, being able to generate competitive advantage and for that many of these need to adapt to this world that is constantly changing. Therewith, marketing is very strong on social networks, for many it is a challenge to enter this medium, but this goes beyond advertising, and a plan can be created containing strategies and actions of digital marketing that can contribute to the growth of microenterprises. In view of this, this study had as general objective to develop a digital marketing plan for a microenterprise of projects in the area of civil construction in the city of Chapecó. In order to achieve it, the objectives and personas of the company were defined, mapping the customer's journey, developed the SWOT and competitive analysis, established to the business goals and prepared an action plan. The methodology used in the research is characterized as qualitative, the nature applied and based on the objectives is descriptive, being a single case study. For data collection, the semistructured interview technique was used in person with the company's partners, and with the clients, a questionnaire was applied virtually, through a nonprobabilistic sample for convenience. Regarding data analysis, the content analysis technique was used. Through data collection, it was possible to identify the objectives of the business and its main cliente, map the customer journey and also capture important information to define which actions of digital marketing can contribute to the growth of the microenterprise, and thus retain its customers. Through data analysis, it is plausible to verify that customers contributed with valuable information on what they expect in providing the service of a project microcompany, which were fundamental for the creation of the digital marketing plan, since the stipulated actions range from meeting the objectives and goals of the microenterprise.