Branding: estratégia do marketing digital nas mídias sociais do grupo Mateus

Abstract

This research sought to make a brief study on brand management in the face of digital marketing strategies in social media. The internet hás been a greatally in the marketing of companies, being a tool that is in creasingly present in the daily lives of companie sand the ir customers. Thus, the general objective of this research was the characterization of the role of digital media in the management and marketing of brands, aiming tok now the impacto this on the brand. The specific objectives of this work were to identify the main digital media tools for brand marketing; Analyze the impact of marketing through digital media on brand management and specify digital marketing strategies in brand management. For this, the methodology used in this study is characterized by be ingexploratory and qualitative, and for the construction of the theoretic alfoundation, the modality of bibliographic research was used. In orderto do so, a semi-structured interview was also used with the person responsible for thecompany's marketing sector, in order to have a basis for the data in this Field study. Finally, this work aimsto demonstrate how digital marketing strategies are used by the Mateus group in order to create a direct, interactive and faith ful relationship.