Impacto do marketing digital na redução dos efeitos econômicos da Covid-19 nas empresas de Floriano/PI

Abstract

Given the pandemic of the new coronavirus and the consequent lack of vaccination or adequate treatment for COVID-19, the state government of Piauí, following WHO recommendations, decreed social isolation as a measure to combat the health crisis. However, the restrictive measures imposed contributed to a significant change in the relationship between companies and their consumers, making digital marketing an essential tool to strengthen the brand and consequently achieve better sales, in addition to facilitating direct and personalized communication between company and consumer. Thus, this research aimed to measure the impacts of using digital marketing during the new coronavirus pandemic in the city of Floriano-PI. It also sought to verify the main strategies and tools used by local companies and how they adapted to the pandemic scenario. For this purpose, a questionnaire was applied to entrepreneurs in Floriano/PI to collect data. Subsequently, a quantitative and qualitative analysis of the data was carried out. As a result, it was identified that the vast majority of entrepreneurs are aware of the importance of digital marketing and that it was widely used by the interviewed companies as a way to mitigate the negative impacts that arose with the pandemic.