MARKETING DIGITAL EM MICRO E PEQUENAS EMPRESAS DE NOVA ANDRADINA/MS

Abstract

The beginning of the digital era brought with it opportunities for the market to publicize its goods and services and expand its customer portfolio, but many companies are still resistant to this new adhesion. Given this fact, the present work had as general objective to verify if the micro and small companies (MSEs) of Nova Andradina/MS know and use digital marketing as a marketing tool for their products and services. To analyze the proposed theme, theoretical references relevant to this research were used, such as conceptualizations of marketing, digital marketing, strategies in social networks and micro and small companies. The methodology was characterized as a market study, exploratory, descriptive and quantitative in nature. Data were collected through a questionnaire applied to a sample of 103 MSEs in the municipality, using an online form, applied by the Google Form tool, consisting of eleven questions, which allowed answering the objectives of this work. The results show that MSE's are still resistant to joining digital marketing, although they understand its operation and its advantages.