MARKETING STRATEGIES ON DIGITAL PLATFORMS: WHAT THE LITERATURE SAYS ABOUT SOCIAL MEDIA STRATEGY

Abstract

The influences of the macroenvironment on marketing are capable of significantly interfering in companies. Thus, the technological factor has a decisive impact on business, posing the need for companies to promote changes in the way they relate to their consumers, promote their products and services, even changing the way they are sold. Advances in computing led to the production of various communication and information devices and the development of the internet, a computer network, which became popular. From then on, organizations needed to include digital platforms and devices in marketing planning. In this sense, the objective of this work was to gather information about marketing in digital media and the importance attributed to these platforms, as strategies for launching, penetrating and growing brands, products and services and evaluating their application by companies. These make a significant investment of their resources to carry out marketing in traditional media and on digital platforms and devices, obtaining a return on their strategies, as they achieve consumer engagement and participation, in the actions carried out on the internet, which are certainly reflected in the company's financial results. For the objectives proposed in the work, basic, exploratory, qualitative and bibliographical research techniques were used, carried out from the sources consulted and we concluded that the technological factor is relevant in the relationship with the companies' target audience, as the changes made from the New technologies always end up causing major impacts on different areas of activity.