Impactos do marketing digital em uma microempresa individual de bombons artesanais

Abstract

In the contemporary context, where the market and the target audience's behavior undergo constant changes, it is essential to have tools that allow you to monitor these transformations to keep organizations competitive. Digital marketing stands out as a fundamental resource for business success, as its function is to create value for consumers, gaining and retaining them. Social networks, in this scenario, are relevant, as they allow a quick approach to the target audience and the identification of their main needs and preferences. Among these platforms, Instagram stands out as a predominant communication tool, effectively integrating images of business products with personal content from users' friends and family. The present study aims to analyze how the digital presence in an individual micro-enterprise can boost business in the artisanal chocolate sector. To collect and analyze data, a structured questionnaire was used, made available virtually through the Google Forms platform. Additionally, a commercial profile was created for the company on Instagram, aiming to analyze its performance and reach in the digital environment. The survey results revealed the company's notoriety in its location, in addition to identifying consumers' preferences and aversions in relation to the flavors of the chocolates. The positive impact of using Instagram was also observed in the study, evidenced by favorable metrics provided by the platform, which makes it possible to maintain a direct relationship with customers, significantly transforming the company's sales revenue, which culminated in an increase of 19.50% in production in relation to the months in which the actions were carried out and the consequent sale of the products.