Marketing digital e sua aplicação em uma empresa goiana de pet shop

Abstract

This work is a case study on digital marketing in a Pet Shop in the city of Goiânia-GO. Its objective was to analyze digital marketing and, if necessary, propose improvements for better customer service and increased sales. The specific objectives were: conducting field research with the company's managers and clients to understand their perceptions of digital marketing, identifying how digital marketing is utilized in the company, and discussing the importance of digital marketing and the benefits it brings to the company. The choice of the topic is justified by the interest in deepening knowledge about digital marketing, its evolution, the tools it uses, and fundamentally its application in a Goiás company. Three types of research methods and techniques were used: bibliographic, qualitative, and quantitative. The results obtained show that the company uses digital marketing only in relation to social media and it is beneficial because it reaches new customers and serves those who already are, besides bringing profit. Despite these results, there is a noticeable need for improvements in the following areas of the company: marketing, sales, structure, and planning management. Through the 5W2H tool, the work concluded by presenting improvement proposals and how they can be implemented.