Como o uso do marketing digital pode alavancar o crescimento econômico de micro e pequeno empresas: um estudo de caso

Abstract

This paper discusses the main tools used in digital marketing, such as social media and content mark eting, and their practical application in small businesses. The research is qualitative in nature, with an explanatory approach, based on a literature review and a case study. The objective of the study is to analyze how digital marketing can contribute to the sustainable growth of micro and small enterprises, considering the current scenario of high competitiveness and constant changes in consumer behavior. Furthermore, it investigates how these tools influence brand visibility, customer relationships, and increased sales. The case study conducted with a microenterprise in the women’s clothing sector in Teresina, PI, showed that the strategic adoption of digital marketing can have a positive impact on business performance. The results indicate that the planned and consistent use of digital media enables small businesses to compete more equally with larger companies, expanding their reach and strengthening their market presence. It is concluded that digital marketing is an essential tool for the sustainability and growth of these businesses, provided it is applied with planning, knowledge, and adaptation to the needs of the target audience.