ESTRATÉGIAS DE MARKETING DIGITAL DA POLISHOP: um estudo considerando o marketing de influência

Abstract

Understanding the importance that digital marketing has for the reach of companies, this paper aims, in general, to examine the digital marketing strategies of Polishop, with an emphasis on evaluating the potential implementation and use of influencer marketing. The specific objectives consist of mapping the digital marketing strategies already in use and identifying opportunities for implementing influencer marketing in Polishop's digital strategy. The research is characterized as qualitative, descriptive, and exploratory, based on secondary data collected from digital platforms such as the company's website and Instagram. The results show that, although Polishop maintains an active presence on various channels and uses structured digital strategies, there are still opportunities for expansion through influencer marketing. The results show that, although Polishop maintains an active presence across various channels and uses structured digital strategies, there are still opportunities for expansion through influencer marketing. It was found that partnerships with influencers are an opportunity to increase the brand's reach and strengthen its relationship with potential consumers, as demonstrated by successful examples in the market. It is concluded that adopting this strategy can add value to the company's digital presence, driving results and supporting its adaptation to contemporary demands. It is suggested that future research include interviews with consumers to gain a deeper understanding of the impact of the strategies used.