DIGITAL MARKETING STRATEGIES FOR E-COMMERCE LEVERAGE: A CASE STUDY IN A BRUSQUE COMPANY

Detalhes bibliográficos
Autor(a) principal: Marquez, Waleska Turro
Data de Publicação: 2018
Outros Autores: Silva, Karin Vieira da, Pacheco, Anderson Sasaki Vasques, Laux, Raul Otto
Tipo de documento: Artigo
Idioma: por
Título da fonte: Revista Brasileira de Contabilidade e Gestão
Texto Completo: https://www.revistas.udesc.br/index.php/reavi/article/view/12116
Resumo: E-commerce or e-commerce emerges as a strategic tool to help companies expand their customer network by providing better quality sales and delivering what they really need, and thereby increase the profits of organizations. The objective is to identify the strategies used to leverage the e-commerce of a home textile industry of Brusque. To support the study, the theoretical foundation presented the following themes: E-commerce, E-commerce in Brazil and Digital Marketing. Through bibliographic research and interviews, we verified that the main strategies used by the company were: adjust prices, obtain product quality, create an environment to facilitate navigation, develop financial advantages to the customer (free shipping, discount coupons), participation in marketplaces, create social networks like Instagram and Facebook, post in social media daily, to increase contact with the client. In addition, it was found that the support of a specialized service can positively contribute to leverage sales of an e-commerce website, since the implemented actions resulted in increased sales and profit. After following these steps, we find that the company has a greater number of visitors and buyers in their website.
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spelling DIGITAL MARKETING STRATEGIES FOR E-COMMERCE LEVERAGE: A CASE STUDY IN A BRUSQUE COMPANYESTRATÉGIAS DE MARKETING DIGITAL PARA A ALAVANCAGEM EM E-COMMERCE: UM ESTUDO DE CASO EM UMA EMPRESA DE BRUSQUEE-CommerceMarketing DigitalInternetE-CommerceDigital Marketinginternet Comercio ElectrónicoMarketing DigitalInternetE-commerce or e-commerce emerges as a strategic tool to help companies expand their customer network by providing better quality sales and delivering what they really need, and thereby increase the profits of organizations. The objective is to identify the strategies used to leverage the e-commerce of a home textile industry of Brusque. To support the study, the theoretical foundation presented the following themes: E-commerce, E-commerce in Brazil and Digital Marketing. Through bibliographic research and interviews, we verified that the main strategies used by the company were: adjust prices, obtain product quality, create an environment to facilitate navigation, develop financial advantages to the customer (free shipping, discount coupons), participation in marketplaces, create social networks like Instagram and Facebook, post in social media daily, to increase contact with the client. In addition, it was found that the support of a specialized service can positively contribute to leverage sales of an e-commerce website, since the implemented actions resulted in increased sales and profit. After following these steps, we find that the company has a greater number of visitors and buyers in their website. O e-commerce ou comércio eletrônico surge como uma ferramenta estratégica para auxiliar as empresas a ampliarem a sua rede de clientes, ao propiciar uma melhor qualidade nas vendas e oferecer aquilo que de fato precisam, e, consequentemente, aumentar os lucros das organizações. O objetivo deste trabalho é identificar as estratégias utilizadas para alavancar o e-commerce de uma empresa do ramo de confecção de cama e mesa de Brusque. Para sustentar o estudo, a fundamentação teórica apresentou os seguintes temas: e-commerce, e-commerce no Brasil e Marketing Digital. Por meio de pesquisas bibliográficas e entrevistas, verificamos que as principais estratégias utilizadas pela empresa foram: tornar os preços acessíveis, obter qualidade do produto, criação de uma plataforma virtual de fácil navegação, evidenciar vantagens financeiras ao cliente (frete grátis, cupons de desconto), participação em marketplaces nacionais, além de criar redes sociais como Instagram e Facebook, fazendo postagens diárias para aumentar o contato com o cliente.  Além disso, foram encontrados indicativos de que o apoio de um serviço especializado pode contribuir positivamente para alavancar as vendas de um e-commerce, dado que as ações implementadas resultaram em aumento de vendas e faturamento. Após seguir esses passos, verificamos que a empresa passou a ter um maior número de visitantes e compradores em seu site.Universidade do Estado de Santa Catarina — UDESC2018-12-19info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://www.revistas.udesc.br/index.php/reavi/article/view/1211610.5965/2316419007112018070Revista Brasileira de Contabilidade e Gestão; v. 7 n. 13 (2018); 70-84Revista Brasileira de Contabilidade e Gestão; Vol. 7 No. 13 (2018); 70-84Revista Brasileira de Contabilidade e Gestão; Vol. 7 Núm. 13 (2018); 70-842764-7471reponame:Revista Brasileira de Contabilidade e Gestãoinstname:Universidade do Estado de Santa Catarina (UDESC)instacron:UDESCporhttps://www.revistas.udesc.br/index.php/reavi/article/view/12116/9607Copyright (c) 2018 REAVI - Revista Eletrônica do Alto Vale do Itajaíhttps://creativecommons.org/licenses/by/4.0info:eu-repo/semantics/openAccessMarquez, Waleska TurroSilva, Karin Vieira daPacheco, Anderson Sasaki VasquesLaux, Raul Otto2022-12-02T16:00:22Zoai:ojs.revistas.udesc.br:article/12116Revistahttps://www.revistas.udesc.br/index.php/reavi/indexPUBhttps://www.revistas.udesc.br/index.php/reavi/oairbceg.ceavi@udesc.br || paulo.barth@udesc.br2764-74712764-7471opendoar:2022-12-02T16:00:22Revista Brasileira de Contabilidade e Gestão - Universidade do Estado de Santa Catarina (UDESC)false
dc.title.none.fl_str_mv DIGITAL MARKETING STRATEGIES FOR E-COMMERCE LEVERAGE: A CASE STUDY IN A BRUSQUE COMPANY
ESTRATÉGIAS DE MARKETING DIGITAL PARA A ALAVANCAGEM EM E-COMMERCE: UM ESTUDO DE CASO EM UMA EMPRESA DE BRUSQUE
title DIGITAL MARKETING STRATEGIES FOR E-COMMERCE LEVERAGE: A CASE STUDY IN A BRUSQUE COMPANY
spellingShingle DIGITAL MARKETING STRATEGIES FOR E-COMMERCE LEVERAGE: A CASE STUDY IN A BRUSQUE COMPANY
Marquez, Waleska Turro
E-Commerce
Marketing Digital
Internet
E-Commerce
Digital Marketing
internet
Comercio Electrónico
Marketing Digital
Internet
title_short DIGITAL MARKETING STRATEGIES FOR E-COMMERCE LEVERAGE: A CASE STUDY IN A BRUSQUE COMPANY
title_full DIGITAL MARKETING STRATEGIES FOR E-COMMERCE LEVERAGE: A CASE STUDY IN A BRUSQUE COMPANY
title_fullStr DIGITAL MARKETING STRATEGIES FOR E-COMMERCE LEVERAGE: A CASE STUDY IN A BRUSQUE COMPANY
title_full_unstemmed DIGITAL MARKETING STRATEGIES FOR E-COMMERCE LEVERAGE: A CASE STUDY IN A BRUSQUE COMPANY
title_sort DIGITAL MARKETING STRATEGIES FOR E-COMMERCE LEVERAGE: A CASE STUDY IN A BRUSQUE COMPANY
author Marquez, Waleska Turro
author_facet Marquez, Waleska Turro
Silva, Karin Vieira da
Pacheco, Anderson Sasaki Vasques
Laux, Raul Otto
author_role author
author2 Silva, Karin Vieira da
Pacheco, Anderson Sasaki Vasques
Laux, Raul Otto
author2_role author
author
author
dc.contributor.author.fl_str_mv Marquez, Waleska Turro
Silva, Karin Vieira da
Pacheco, Anderson Sasaki Vasques
Laux, Raul Otto
dc.subject.por.fl_str_mv E-Commerce
Marketing Digital
Internet
E-Commerce
Digital Marketing
internet
Comercio Electrónico
Marketing Digital
Internet
topic E-Commerce
Marketing Digital
Internet
E-Commerce
Digital Marketing
internet
Comercio Electrónico
Marketing Digital
Internet
description E-commerce or e-commerce emerges as a strategic tool to help companies expand their customer network by providing better quality sales and delivering what they really need, and thereby increase the profits of organizations. The objective is to identify the strategies used to leverage the e-commerce of a home textile industry of Brusque. To support the study, the theoretical foundation presented the following themes: E-commerce, E-commerce in Brazil and Digital Marketing. Through bibliographic research and interviews, we verified that the main strategies used by the company were: adjust prices, obtain product quality, create an environment to facilitate navigation, develop financial advantages to the customer (free shipping, discount coupons), participation in marketplaces, create social networks like Instagram and Facebook, post in social media daily, to increase contact with the client. In addition, it was found that the support of a specialized service can positively contribute to leverage sales of an e-commerce website, since the implemented actions resulted in increased sales and profit. After following these steps, we find that the company has a greater number of visitors and buyers in their website.
publishDate 2018
dc.date.none.fl_str_mv 2018-12-19
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://www.revistas.udesc.br/index.php/reavi/article/view/12116
10.5965/2316419007112018070
url https://www.revistas.udesc.br/index.php/reavi/article/view/12116
identifier_str_mv 10.5965/2316419007112018070
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://www.revistas.udesc.br/index.php/reavi/article/view/12116/9607
dc.rights.driver.fl_str_mv Copyright (c) 2018 REAVI - Revista Eletrônica do Alto Vale do Itajaí
https://creativecommons.org/licenses/by/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2018 REAVI - Revista Eletrônica do Alto Vale do Itajaí
https://creativecommons.org/licenses/by/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade do Estado de Santa Catarina — UDESC
publisher.none.fl_str_mv Universidade do Estado de Santa Catarina — UDESC
dc.source.none.fl_str_mv Revista Brasileira de Contabilidade e Gestão; v. 7 n. 13 (2018); 70-84
Revista Brasileira de Contabilidade e Gestão; Vol. 7 No. 13 (2018); 70-84
Revista Brasileira de Contabilidade e Gestão; Vol. 7 Núm. 13 (2018); 70-84
2764-7471
reponame:Revista Brasileira de Contabilidade e Gestão
instname:Universidade do Estado de Santa Catarina (UDESC)
instacron:UDESC
instname_str Universidade do Estado de Santa Catarina (UDESC)
instacron_str UDESC
institution UDESC
reponame_str Revista Brasileira de Contabilidade e Gestão
collection Revista Brasileira de Contabilidade e Gestão
repository.name.fl_str_mv Revista Brasileira de Contabilidade e Gestão - Universidade do Estado de Santa Catarina (UDESC)
repository.mail.fl_str_mv rbceg.ceavi@udesc.br || paulo.barth@udesc.br
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