As estratégias de Marketing digital utilizadas pelas pequenas empresas de Pedreiras - MA para captação e fidelização de clientes

Abstract

This article discusses the digital marketing strategies used by small businesses in Pedreiras for customer acquisition and loyalty. The study aimed to analyze how digital tools contribute to strengthening small businesses in the contemporary context, identifying the main strategies used in the virtual environment. The research was characterized as bibliographic, with a qualitative approach and exploratory and descriptive nature, developed through the analysis of books, scientific articles, dissertations, and academic publications related to digital marketing, social networks, customer acquisition, and customer loyalty. The main sources used were Google Scholar, SciELO, CAPES Journals, and the Brazilian Digital Library of Theses and Dissertations. The results showed that social media, WhatsApp Business, sponsored advertisements, and content marketing are the digital tools most used by small businesses, promoting greater visibility, interaction with consumers, and brand strengthening. The research also revealed that digital marketing contributes significantly to customer loyalty, mainly through online relationships and fast and personalized communication. However, it was found that many entrepreneurs still face challenges related to technological adaptation and strategic planning in the digital environment. It is concluded that digital marketing has become essential for the growth and strengthening of small businesses in the current market.