MARKETING DIGITAL: INOVAÇÃO NA ADMINISTRAÇÃO DAS EMPRESAS

Abstract

As it is an extension of traditional marketing, companies that yearn for the option of digital marketing must first practice traditional marketing, as the two complement and strengthen each other when employed in a coordinated manner. From a conceptual point of view, digital marketing is the set of advertising and marketing strategies that will be applied to the internet and in the analysis of new behavior when browsing. Given this context, this work aimed to carry out a bibliographical review on digital marketing and its importance in companies. The results showed that the marketing mix process used in companies favors the induction of potential buyers to buy their product instead of buying from competitors; the 4P's model has the company's point of view, that is, the product it offers, the price it establishes, the market it offers and the promotion it does. Then there are the 4A's of marketing, which describe the management responsibilities of a marketing team and the company's interaction with the environment; and the 8P's (research, planning, production, publication, promotion, dissemination, personalization and precision) is the strategy to identify a continuous andcyclical step by step, which begins and ends with the consumer. When it comes to the examples of the three companies that use Digital Marketing, it is observed that this is fundamental in the emergence of companies in the market, since consumers most often choose to buy through the digital medium.