DIGITAL MARKETING AND SOCIAL NETWORKS: THE IMPORTANCE FOR COMPANIES DURING THE PANDEMIC

Abstract

The year 2020 revolutionized the way people communicate and make their purchases, impacting marketing and making possible considerable changes in this area in order to meet the needs of a population that has come to live in social isolation due to the Covid-19 pandemic. In this scenario, companies began to face several challenges, namely: improving cash flow management; need to migrate from analog to digital business models; and, transform the marketing department, often considered an unnecessary cost, into a revenue acquisition center in a predictable, scalable and sustainable way. Given the above, this research aimed to analyze the importance of digital marketing for companies during the pandemic. The following specific objectives were chosen: to discuss digital marketing; explain how digital communication takes place; and expose the importance of digital marketing for companies during the Covid-19 pandemic. As a methodology, bibliographic research was used in books, scientific articles and electronic documents in the search for knowledge on the subject. It was concluded that, due to the pandemic that devastated the world and forced people to live in confinement, social networks have become a fundamental tool for companies to reach consumers. Today, being on social networks can be considered a relationship marketing strategy, as it is a channel that allows for the creation of quality content, in addition to promoting and making it possible to maintain sales and conquer new customers.