ESTRATÉGIAS DE ALCANCE E PRESENÇA DE MARCA NO MERCADO RIOVERDENSE USANDO O MARKETING DIGITAL: UM ESTUDO DE CASO DA EMPRESA WW IMOBILIÁRIA LTDA

Abstract

This study aimed to analyze strategies for expanding the presence of the WW Imobiliária brand in the real estate market of Rio Verde – GO. It was highlighted as the company, founded in 2021, that planned and implemented strategies to attract more customers in the local real estate sector. Investigate the tools and strategies used to familiarize consumers with the brand. For this analysis, a case study was carried out where the focus was on the brand's digital engagement from June to September 2023, considering: increasing local visibility on social networks through regular posts and promotion of specific content for the region, generating interconnected local leads through targeted advertising on social media, and building brand awareness among local residents within the specified period through targeted advertising campaigns and community interaction. Based on the data obtained and the analyzes carried out, it was concluded that the regularity of publications on social networks and the investment in paid traffic management were the main Digital Marketing factors for expanding the presence of the WW brand in Rio Verde - Go.