Estratégias de marketing digital: um estudo em empresas varejistas no ramo de vestuário na cidade de Mamanguape

Abstract

This study analyzes the perceived impacts of adopting digital marketing strategies by retail companies in the clothing sector in Mamanguape, Brazil. The theoretical framework addresses the fundamentals of digital marketing, its strategies, impacts, and the challenges faced by Individual Microentrepreneurs (MEI), micro and small enterprises (MSEs) in its implementation. The research adopted a descriptive-exploratory quantitative approach, with data collected through questionnaires applied to a non-probabilistic convenience sample. The results indicate that the digital presence of the surveyed companies is mainly focused on social media, influencer marketing, and content marketing, as these are more accessible and easier to implement. In contrast, tools such as email marketing, SEO, automation, and paid advertising were found to be more difficult to implement. The main challenges identified include a lack of technical knowledge, limited budgets, and difficulties in hiring qualified professionals. Despite these limitations, it was observed that companies adopting digital strategies perceive positive impacts, particularly in influencing the purchasing process, increasing sales, and expanding their customer base. On the other hand, the effects related to traffic generation and financial returns from paid campaigns were considered less significant. It is concluded that although these businesses face structural and operational challenges, micro and small enterprises recognize digital marketing as a relevant strategic tool for enhancing competitiveness and promoting the sustainable growth of their businesses.