O impacto de ferramentas de marketing digital no setor de vendas de veículos novos: um estudo com a equipe comercial de uma concessionária de João Pessoa/PB

Abstract

Technology has transformed the business world, making the buying and selling process more dynamic and accessible. The automotive sector is no stranger to these innovative changes; product promotion through marketing has changed within this digital scenario. Based on this, the question that guided this research was: How important is digital marketing in the sale of new vehicles? To answer this question, the study focused on analyzing the importance of using digital marketing as a catalyst for the sale of new vehicles. This study is characterized as field and bibliographic research, with a quantitative-qualitative and exploratory approach. The data presented were collected through interviews via Google Forms with the sales team of 11 people from a local car dealership. The data were analyzed using Excel, and a correlation was made between the closed and open questions in order to meet the specific objectives listed. The research yielded important data and it was concluded that the car dealership in question has a considerable sales volume, is a reputable store in the regional market, and serves as a positive benchmark for resellers of the same brand and other brands. The company in question is always seeking to reinvent itself, adapt to changes in the current scenario to remain in a prominent position and gain a competitive advantage in the market. In this way, the organization has shown itself to be aware of marketing developments, has strong brand and product strategies, and also uses digital marketing tools. Its activity is frequent on its website, search engines, and social networks, and it also helps its employees to develop in this aspect and use these marketing tools, which results in a greater number of sales, that is, greater profitability for the business.