Marketing digital: um estudo sobre a utilização em uma rede de hotéis de Santana do Livramento

Abstract

The objective of this digital marketing study was to analyze how the network proceeds with the execution of the strategies of the 8Ps of Vaz Digital Marketing (2011), which has developed a methodology that uses a network of hotels in Santana do LivramentoRS. deals systematically and cyclically with the whole process of digital marketing from the digital marketing research to the precision that is the measurement of the results obtained. Digital materials and interview with the marketing manager of the company were used for the realization and a qualitative and interpretative analysis based on the research instrument, an interview script. However, it was verified after theoretical reference and exposed in the results analysis the comparison of the actions taken in the digital marketing of the hotel network with the method cited by Vaz (2011) within the 8 Ps of Digital Marketing (Research, Planning, Production, Publication, Promotion , Propagation, Customization, and Precision). As a result of the study, it was possible to verify that the mentioned hotel network, although it does not explicitly use the 8Ps method, created by Vaz (2011), performs actions, present in each strategy of the methodology, being more or less emphasized according to the current situation of the organization.