Marketing digital: o Instagram como ferramenta estratégica de vendas

Abstract

The main objective of this research is to find out if Instagram can be effectively used as a strategic tool for on-line sales, identifying how users use the tool, if they have monitoring by a digital marketing professional, checking if the functions that the application provides are used and generate value in sales, in addition to identifying the impact on billing and the customer portfolio. The study was starting from the emergence of the Internet, passing through its arrival in Brazil and its evolution from traditional marketing to digital marketing with its current social media and focusing on the Instagram application. Using a questionnaire applied through Google forms, to a sample composed of 43 people from the city of São Luis, Maranhão, quantitatively, it was possible to evidence that most users use commercially, most do not have a monitoring of a professional in the area, the minority sponsors their publications, however, when it sponsors the result is positive, noting an increase in the customer portfolio and revenue. Regarding the functions that the application provides, most use the stories, live, IGTV, ads and feed is the function that most arouses interest among users. Through this research, it is concluded that, effectively, Instagram can be used as a strategic tool for on-line sales