Marketing digital: desafios e oportunidades das micros e pequenas empresas no Brasil

Abstract

Digital Marketing is necessary among micro and small companies due to its growing strategic sales opportunity and its own characteristic of accessibility and scope. Social media provide a close relationship between company and consumer because when companies see an increasingly competitive market, they look for different ways to build customer loyalty and somehow increase their sales. In this way, the present work aims to analyze the challenges and opportunities of digital marketing in micro and small companies in Brazil, to know the use of digital marketing by small companies in Brazil, to identify the tools used by small companies with digital marketing as well as to identify the opportunities and challenges faced by micro and small companies with the use of digital marketing. The research is bibliographic and qualitative and uses a literature review technique. The results of the article indicate that digital marketing is used by companies as an opportunity to attract customers, and use forms and practices of marketing tools to obtain efficient results, on the other hand, companies face certain challenges as an example, how to apply digital marketing in practice, since digital marketing opens up new means of communication between companies and consumers through social media, which, when focused on its audience, brings satisfactory results, such as greater reach of the target audience, greater brand visibility, increased sales and profit, and thus increases the interaction between both parties