Marketing digital em uma franquia da Totvs

Abstract

The main objective of this thesis was to conduct a literature review on the evolution of marketing, with a focus on digital marketing and relationship marketing in today's context. To achieve this, bibliographic research was conducted on articles, periodicals, and books that address these topics. Based on this bibliographic research, a theoretical framework was developed that encompassed issues related to the evolution of marketing and provided insights and reflections on digital marketing and relationship marketing in the business world. The specific aim of this study was to conduct a structured interview with the digital marketing supervisor of a TOTVS franchise in Goiânia, Brazil, in order to analyze the company's experience with a digital marketing plan as a strategic tool to boost online sales. Recommendations for expanding the company's digital marketing were identified, including paid traffic, the use of digital influencers in the field, and search engine optimization (SEO).