A importância do marketing digital durante a pandemia do COVID-19: estratégias no ramo de varejo

• Autor(a) principal: Rivera, Vitor Gutierrez
• Data de Publicação: 2023
• Tipo de documento: Trabalho de conclusão de curso
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da PUC_SP
• Texto Completo: https://repositorio.pucsp.br/jspui/handle/handle/40251
• topic: CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO; Marketing; Varejo; Economia; Administração; Empreendedorismo; Marketing; Retail; Economy; Administration; Entrepreneurship

Considering the current scenario and all the difficulties faced by entrepreneurs in the pandemic period, they found themselves in the need to innovate in the offer of their services, including digital marketing strategies, which began to be applied to the most different types of retail. Therefore, the objective of this study was to investigate which were the marketing strategies used by Brazilian companies during the crisis caused by the covid-19 pandemic. This is a literature review carried out from the search strategy that combined synonyms of the following keywords: “marketing strategies” and “pandemic by Covid-19”. Relevant data published in the last four years (2020-2023) were considered. Next, important information was extracted from a standardized form and presented in the results section. The analyzed studies were published between the years 2020 and 2022, so that all used a design corresponding to the review. In theory, they all aimed to investigate the effects of digital marketing to increase the number of sales during the pandemic. All studies demonstrated beneficial effects resulting from digital marketing strategies in the studied context. It is concluded that digital marketing represents an inevitable tool for companies that seek good levels of competitiveness and results, given the needs and characteristics of the current consumer pattern