Ferramentas de marketing digital: um estudo de caso em uma micro empresa de UruçuÍ

Abstract

This study aims to identify the main digital marketing tools used by a micro-enterprise located in the city of Uruçuí, in the state of Piauí. Given the technological advances and the growing relevance of virtual environments, digital marketing has become an essential strategy for the competitiveness of organizations, especially for Micro and Small Enterprises (MSEs), which represent the majority of the Brazilian business community. The research started from the problem related to the choice and use of digital tools by these companies, investigating how they are applied, the perceived benefits, the difficulties faced and possible improvement actions. The study used a qualitative approach, based on the thematic content analysis of an interview with the manager of the company in question. The results revealed that the most used tools are Instagram and WhatsApp, standing out as effective channels for communication, advertising and customer relations. The company obtained benefits such as increased brand visibility and sales growth. In addition, the study indicates that the success of digital marketing in MSEs is directly linked to the ability to adapt and the search for constant innovation. The interviewee mentioned plans to improve the marketing strategy in 2025, making it more creative and impactful. It is concluded that, although there are limitations, digital marketing offers valuable opportunities for micro-enterprises to position themselves in the market, as long as there is planning, knowledge and continuous updating on the part of the entrepreneurs.