ESTRATÉGIAS DE MARKETING DIGITAL PARA FIDELIZAÇÃO DE CLIENTES: UM ESTUDO SOBRE MAQUIADORES DE GOIÁS NO INSTAGRAM

Abstract

The objective of this study is to analyze digital marketing strategies for customer loyalty: a study on makeup artists from Goiás on Instagram, and thereby present the techniques used by them with the goal of maintaining customer loyalty. The research is exploratory, with a qualitative approach, and the chosen method for data collection was documentary research. It is noteworthy that the fastest-growing markets in Brazil are beauty and aesthetics, with the majority being a female audience, and the profession of makeup artist is a business opportunity that has been growing in recent times. The research aims to contribute to the area of marketing strategies on the digital platform Instagram, focusing on entrepreneurship through posts, videos, content, and the use of keywords, product promotion, and engagement. Thus, professionals promote their brand, increase their visibility, and interact with their audience in a natural or voluntary way, which boosts their sales. The results highlight crucial digital marketing strategies that can be adopted by those working in this sector, aiming to influence people towards new management practices in business.