DIGITAL MARKETING STRATEGIES TO BOOST SALES OF AGRICULTURAL IMPLEMENTS: A CASE STUDY IN AN AGRIBUSINESS COMPANY IN THE MUNICIPALITY OF ALVORADA-TO

Abstract

The present study addresses digital marketing strategies applied to the agricultural implement sector, using as its object of analysis a company located in the municipality of Alvorada–TO. The general objective was to analyze how digital marketing tools and practices can contribute to increasing sales and strengthening the company's commercial presence. The research adopted a mixed-methods approach, exploratory and descriptive in nature, and was conducted as a case study. Data collection included questionnaires administered to the company's clients, interviews with managers, and an analysis of the digital communication and marketing practices already implemented. The results indicated that the company's target audience is predominantly composed of medium- and large-scale rural producers, who demonstrate a high level of familiarity with digital tools and maintain an active presence on social media. It was verified that most clients use WhatsApp, Instagram, and specialized websites to seek information, request quotes, and make purchases, highlighting the advancement of digitalization within agribusiness. The study also found that the company’s digital strategies positively influence purchasing decisions and brand reputation, although there is a need to improve after-sales service, campaign segmentation, and automated customer support. It is concluded that digital marketing represents an essential strategic instrument for the company's competitiveness and sustainable growth, enabling greater visibility, closer customer relationships, and reinforcement of institutional image within the regional agricultural implement market.