Navegando por Autor "MARIANA FERNANDES MONTEIRO"
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Item DESAFIOS DE MARKETING EM MICROEMPRESAS: UM ESTUDO DE CASO SOBRE INBOUND, OUTBOUND E MARKETING DE CONTEÚDO(2024) MARIANA FERNANDES MONTEIRO; STHEFANY GABRIELLA DA SILVA OLIVEIRAMarketing is a fundamental function of an organization. All other organizational functions depend on the demand for goods or services to operate, making the company’s financial success dependent on marketing. In the context of micro-enterprises, there is a growing concern about marketing; however, they face certain challenges and limitations. Furthermore, the emergence of digital marketing has made marketing more accessible and introduced a variety of strategies, including inbound marketing, outbound marketing, and content marketing. Based on this proposition, the objective of this study is to evaluate whether the implementation of inbound marketing, outbound marketing, and content marketing strategies is advantageous for a microenterprise in advisory, consultancy, and training services, within the consultancy segment, byboosting social media. The methodology adopted consisted of exploratory research with a quantitative approach and was conducted using bibliographic procedures, case study, and survey. The research revealed that the quality, relevance, and usefulness of the posted content are essential factors for the clients of the analyzed micro-enterprise. However, among the main difficulties when searching for consultancy services on social media are evaluating the company’s credibility and understanding the services offered. Thus, inbound marketing, outbound marketing, and content marketing strategies proved to be advantageous for the studied micro-enterprise. Therefore, marketing should be seen as a strategic function of organizations. It needs to keep pace with the changes the company faces and be aligned with its objectives, being essential to maintain competitiveness in the market.
