Empreendedorismo informal e marketing digital: um estudo sobre as estratégias para o crescimento de pequenos negócios em Pedreiras - MA

Abstract

This study analyzed the contribution of digital marketing to the growth of informal entrepreneurs in the municipality of Pedreiras – MA. Given the expansion of informal entrepreneurship as an alternative source of income and technological advancements, the research aimed to identify the main digital tools used by these entrepreneurs, analyze the impact of social media on small business sales, and evaluate strategies that can contribute to their growth. Methodologically, it is configured as a descriptive and exploratory field research, with a qualitative-quantitative approach. Data collection occurred via an electronic form on Google Forms, composed of 10 objective and subjective questions, obtaining a sample of 42 responses from local self-employed micro-entrepreneurs, including online stores and service interviews. The results showed that Instagram and WhatsApp are the predominant and most effective digital channels for product promotion and direct communication. Participants reported a highly positive perception regarding increased sales and customer loyalty. However, relevant operational challenges were identified, such as the pressing need to improve the quality of posts (38.1%) and increase the frequency of publications (32.3%). It is concluded that, although digital marketing represents a necessary and strategic tool for the economic sustainability and expansion of the reach of these small businesses, there is a latent demand for training, specific skills development, and continuous practical guidance. Access to specialized knowledge will allow these workers to overcome technical barriers, optimize their resources, and explore the digital environment in a more planned, efficient, and competitive way in the local market.