Marketing digital e ações nas mídias sociais: estudo em pequenos varejos de moda em Natal/RN

Abstract

This research aims to contribute through the study of multiple cases about the use of digital marketing and actions in social media. The object of this research are three retailers in the fashion industry, of small size and all located in the city of Natal/RN. This is a qualitative study with descriptive purpose. For the analysis of results, content analysis was used. The data and information were collected through the application of a script for virtual interviews, with representatives of each retail analyzed. The profiles of each retail outlet were identified, as well as the media used and which is in first place, for those surveyed. It was also observed the use of social media as a tool of digital marketing, the actions and strategies of digital marketing and made a comparison with the retailers surveyed. With this information, it was noted the importance of the application of the actions and strategies of digital marketing, since the competition among the retails in Natal is high, being necessary the search for differentiation and highlight in this market in the fashion industry. It is concluded that, if retailers understand more about digital marketing and the use of its strategies in social media, their brand will be able to achieve the desired results, because they will know where and how to apply the actions and strategies, and in which social media to use.