O marketing digital como estratégia de crescimento e vantagem competitiva nas organizações

Abstract

In the contemporary landscape of digital transformation, organizations face the challenge of transitioning from traditional marketing to dynamic strategies in virtual environments. This work aimed to analyze the impact of digital marketing strategies on organizational growth and the construction of competitive advantages. Methodologically, the research is characterized as a qualitative and exploratory literature review. Data collection was carried out through a structured survey in the SciELO, SPELL, and Google Scholar databases, selecting publications between 2015 and 2025 that correlated the use of digital tools with business performance. The data were subjected to thematic content analysis. The results show that the strategic implementation of digital marketing through pillars such as Inbound Marketing, SEO, data-driven culture, and omnichannel integration acts as an essential engine for business expansion. The findings demonstrate that these tools reduce barriers to market entry, optimize Customer Acquisition Cost (CAC), and increase commercial efficiency. In conclusion, digital marketing has ceased to be a mere differentiator and has become an indispensable strategic necessity, serving as a "great equalizer" that allows micro, small businesses, and startups to compete directly with large globalized corporations