Marketing digital vs marketing tradicional: estudo de caso em três pequenos empreendimentos farmacêuticos nas cidades de Água Branca, Angical e Regeneração, do Estado do Piauí

Abstract

Digital marketing is becoming increasingly present within many organizations. On the one hand, it has proved to be a strong ally for several of them. On the other hand, the classic means of traditional marketing are still widely used by many companies. The theme of this study deals with important concepts and information about digital and traditional marketing, seeking to expose who speaks louder regarding its use in small local enterprises. The methodology used is of a qualitative and bibliographic nature, containing data and information from other completed works that contributed to this research, and it’s exploratory, as it submitted a questionnaire to three companies in the pharmaceutical industry. From the analysis of the data obtained, it was shown that digital marketing is in fact the most strategically used by companies, despite having many difficulties in its use, and that the use of social networks is one of the main mechanisms to propagate and disseminate your products or services on the internet. However, for some, the use of classic means of traditional marketing is still very present to achieve their goals, in addition, the knowledge, influence and importance of marketing presented by companies are fundamental for good performance and organizational growth. Therefore, digital marketing is of paramount importance for the academic community, as it will contribute as an object of study, and also for small local enterprises, given that it addresses the importance of using digital marketing, being the main aid for them