Desafios e soluções criativas para microempreendedores urbanos

Abstract

Urban microentrepreneurs face a series of challenges that hinder the sustainability of their businesses in highly competitive scenarios. This research seeks to answer the following question: What challenges do urban microentrepreneurs face and how can digital marketing help them overcome them and strengthen their businesses in a competitive market? The study's general objective is to analyze the main challenges faced by urban microentrepreneurs and explore creative solutions, with an emphasis on the use of digital marketing. To this end, bibliographic, descriptive, applied and qualitative research was carried out, complemented by a field survey with five urban microentrepreneurs from Teresina-PI, intentionally selected based on criteria such as sector diversity and use of digital marketing strategies. The results showed that, despite the challenges in attracting and retaining customers, the interviewees demonstrated creativity in using social networks such as Instagram and TikTok to promote their businesses at low cost, achieving greater visibility and engagement. Innovative strategies, such as partnerships with influencers and the use of strategic visual content, stood out as relevant practices for overcoming obstacles and strengthening market positioning. The study reinforces the importance of digital marketing in building accessible and effective solutions, contributing to the sustainable growth of small businesses.