Análise de oportunidades no marketing digital: estudo de caso na marca Luna Joias

Abstract

This study aims to analyze digital marketing methods and identify opportunities to boost the growth of the Luna Joias brand, which is inserted in the Instagram social network, based on the steps present in the 8Ps of Digital Marketing. As digital marketing is gaining more and more importance in the current social scenario, this study is justified by the fact that it is a relevant subject, since the internet is the market trend with greater opportunities for new entrepreneurs, and that influences companies to be immersed in the digital world. Thus, the study on screen seeks to provide useful information for those who are entering the scene of digital commerce, and also help the owner of a small business, on the importance of the correct use of digital marketing tools. Also, it is important to work with this content in Administration, as it is a work area in great expansion. For data collection, the method used was qualitative research, through a semi-structured interview, developed based on the 8 Ps of Digital Marketing, and applied online with the brand owner, through the WhatsApp application, in order to obtain information about the brand management in the digital environment, in order to identify the 8 Ps of digital marketing to be followed. Thus, it was possible to identify the total absence of the use of the 8 Ps in the object of study, and also the lack of knowledge on the part of the owner about digital marketing tools for brand management in the social network in which it is located.