Os Impactos do marketing digital na captação de clientes em pequenas empresas

Abstract

This study aimed to analyze the impacts of digital marketing on customer acquisition in small businesses, identifying how these companies use digital tools, the results obtained, and the main challenges faced. The research, characterized as quantitative and descriptive, was carried out through structured questionnaires applied to three companies from the commerce and services sectors. The findings show that, despite the absence of institutional websites, all companies maintain an active presence on social media and use paid ads as a strategy for reach and conversion. It was observed that content diversity, strategic planning, and professional support directly influence digital performance and the perceived impact of online actions. The main challenges identified include lack of time, limited technical knowledge, and difficulty converting followers into customers. It is concluded that digital marketing is an essential tool for small businesses; however, it requires proper planning, continuous training, and periodic review of strategies to achieve greater effectiveness in customer acquisition.