STRATEGIC PLANNING IN DIGITAL MARKETING

Abstract

Digital marketing has become a necessity in organizations. Every day the number of tablet and smartphone users connected to the internet through the most diverse applications grows, forming a new profile of access and interaction with consumers and the general public. The practice of marketing has adapted modern technologies to traditional concepts. As a result, the revolution brought about by the communication technology associated with the internet has increasingly attracted the attention of managers and marketing professionals. Features such as practicality, scope and low cost have motivated more and more companies to enter the digital world. Thus, this study had as general objective to know some channels of digital marketing that provide the realization of a strategic planning of digital marketing for companies. As a result, the importance of using digital media channels such as WhatsApp, Facebook, Instagram in the marketing planning of companies was proven.