Marketing digital em micro e pequenas empresas no brasil: estudo de caso sobre valkyrie brew pub

Abstract

This undergratuate thesis presents the ways digital marketing can be used by micro and small business in Brazil, having as focus a case study accomplished with the Valkyrie Brew Pub company, located in Juiz de Fora-MG. It was presented concepts about marketing, informations about the transition from tradicional marketing to digital markting, the main definitions and tools utilized in digital marketing, concepts and information about the micro and small companies in Brazil, well as informations and statistics about the use of digital marketing by this companies. This study was accomplished through bibliographic research with exploratory and qualitative character, with support from a case study. Through the presented information, it concludes the need of structured planning to the insertion of micro and small companies in social medias (main tool in digital marketing used by this companies), as well as attention in what is being said about the company itself ini digital media, since the consumers are more and more active in the digital world. Besides that, through the case study, and in comparison with the presented bibliographic data, it was possible to draw a conclusion that the main reasons that leads the companies to use the social medias are the visibility they offer and the possibility of attracting new costumers and increasing the sales. However the challenges are the difficulty to maintain the frequency of posting, as wells as maintain the engagement of the followers and increase the content range what reinforces the planning need.