Estratégias de marketing digital em micro e pequenas empresas de Santana do Livramento/RS usadas para o desempenho nas vendas

Abstract

Micro and small businesses were affected by the Covid-19 global pandemic, a public health crisis, which also directly affected companies in general, which, faced with a scenario of economic uncertainty, needed to adapt to the moment. Sales changes and strategies, marketing employment, exploration of social media, as sales channels, were fundamental to overcome the crisis. Given the above, the work aimed to configure the Digital Marketing Strategies in micro and small companies in the clothing industry in Santana do Livramento/RS used for sales performance. As for the methodological procedures, the work was characterized as a descriptive research, being a case study carried out through the application of interviews, semi-structured interviews were used as a data collection instrument, also sought to identify legal documents that characterize and define micro and small companies in Brazil, in addition to documents provided by the micro and small companies investigated, as well as the social networks where companies use to promote their products having as research subjects two businesswomen and two collaborators of these companies. At the end of this study, the results presented show that digital marketing using WhatsApp and social networks as tools were essential for the source companies of the research to survive the economic crisis that was established in commerce against the Corona virus pandemic called Covid 19, changing the way to market and serve the clientele even in social isolation.