Marketing digital como ferramenta de valorização do agronegócio: um estudo em Barra do Corda - MA

Abstract

The overall objective of this study was to analyze how digital marketing can boost the visibility and development of rural producers and agribusiness entrepreneurs in the municipality of Barra do Corda, Maranhão. To this end, the following specific objectives were defined: to identify the main marketing needs of these agents; to evaluate the most effective digital tools in the regional context; to propose digital marketing strategies aimed at strengthening the image and marketing of agricultural products; and to map the main technological obstacles perceived by local entrepreneurs. The research adopted an applied, descriptive, and exploratory approach, with a qualitative and quantitative approach, involving the administration of structured questionnaires to 20 producers and entrepreneurs in the agricultural sector and 217 consumers in the city. The data allowed us to identify patterns of digital behavior, both on the supply and demand sides, and revealed a significant gap between the potential of digital tools and their practical use in local agribusiness. Among the main findings, we highlight the predominant use of Instagram by businesses and consumers' preference for WhatsApp as a purchasing and customer service channel. Factors such as prompt response times, authentic visual content, and positive reviews from other customers were identified as key to consumer trust. At the same time, entrepreneurs reported practical challenges such as lack of time, lack of training, and unfamiliarity with digital marketing strategies. The study culminated in the proposal of strategies geared to local realities, such as strengthening digital presence with a focus on educational and relationship-based content, professionalizing social media management, and encouraging the use of regional influencers as vectors for connecting with the public. However, it is important to recognize the limitations of this study, especially the limited number of participating entrepreneurs, which makes it difficult to generalize the results to broader contexts. Suggestions for future studies include expanding the sample, comparing it with realities in other municipalities, and conducting a longitudinal analysis of the impacts of digital marketing on the economic performance and recognition of rural brands. This study is expected to inspire new research and more conscious and strategic practices in the field of digital communication applied to agribusiness