Branding como estratégia de marketing digital: um estudo aplicado a prefeitura municipal (o caso de Caiçara do Norte-RN)

Abstract

This study aims to analyze the perception of key social development agents in Caiçara do Norte/Rio Grande do Norte regarding the branding and digital marketing strategies implemented by the municipality. The research addresses the relevance of digital marketing in public administration, highlighting the importance of graphic design and social media in promoting engagement and improving public image. Using a qualitative methodology, six interviews were conducted with representatives from the following organizations: Secretary of Administration of Caiçara do Norte/RN, the general representative of the Caiçarense Entrepreneurial Center, the President of the Fishermen's Association, the Secretary of Culture, the Secretary of Public Health, and a Parish Priest. The results indicate that digital marketing strategies positively influence public participation, management approval, and citizens' quality of life. Additionally, effective social media communication facilitates access to state and federal benefits, underscoring the importance of transparent and well-structured communication for the success of public administration in small towns. The study concludes that integrating digital marketing strategies has a significant positive impact on public administration. For future research, it is suggested to explore in greater detail the relationship between digital marketing strategies and citizens' behavior regarding public policies.