ANALYSIS OF DIGITAL MARKETING STRATEGIES: CASE STUDY AT THE COMPANY MY CLOSET

Abstract

E-commerce has triggered transformations in the virtual business environment, seeking to instantly meet consumer demands. In this context, digital marketing emerges as one of the most effective strategies for companies, enhancing communication with customers, promoting their products and expanding their network of relationships, aiming for growth in an increasingly globalized market. Thus, the purpose of the present study was to evaluate how digital marketing can boost the business of a company in the women's fashion sector in Itacaré, Bahia. We opted for qualitative and quantitative approaches, which involved descriptive research and a case study, with the application of semi-structured interviews with the store owner and structured questionnaires to collect customer opinions. The research results highlighted the indispensability of digital marketing in the women's fashion market, given that people are increasingly connected to social networks and integrate digital media into their daily routines. Consequently, for this study, the company investigated must improve its agility in attracting a wider audience, employing all the functionalities and strategies of digital marketing. This involves closely monitoring your target audience and understanding their desires to maintain an effective presence in the digital environment.