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    O MARKETING E SUA IMPORTÂNCIA NAS PEQUENAS EMPRESA
    (2024-11-06) KLEBER ROBSON BEZERRA FERREIRA
    Small businesses play a key role in economic development, especially in developing countries. Despite their importance, many face challenges such as limited financial resources and lack of management knowledge. In this context, marketing becomes essential for the survival and growth of these companies, enabling them to understand and meet customer needs and stand out in a competitive market. With the growth of e-commerce, digital marketing has become even more relevant, especially for small businesses looking to expand their online presence and seize opportunities in the digital market. The objective of this study was to investigate the relevance of marketing for small businesses, identifying how effective marketing strategies can improve visibility, attract and retain customers, and increase profitability. In addition, the study aimed to explore the main challenges these companies face when implementing digital marketing strategies, including the use of e-commerce to reach new audiences. The methodology used included a literature review on marketing and digital marketing, as well as a detailed case study of the company. Semi-structured interviews were conducted with small business managers and an online questionnaire was applied to collect data. The data analysis was performed using the content analysis technique, which allowed identifying patterns and valuable insights into the practical application of marketing strategies and the impact of e commerce. The results showed that the use of digital marketing strategies, such as SEO, content marketing and paid campaigns, were essential for the company's growth. In addition, the study revealed that e-commerce was one of the main channels used by small businesses to increase their visibility and reach new markets. The study also highlighted the importance of personalizing services and implementing a loyalty program to increase customer retention. The main challenges identified were the lack of knowledge about target audience segmentation and difficulties in measuring the results of digital campaigns. The study concluded that marketing is a crucial tool for the success of small businesses, allowing them to better meet customer needs and increase their competitiveness in the market. Digital marketing strategies and the use of e-commerce, when well planned and executed, can lead to significant results, such as increasing visibility and customer base, in addition to promoting sustainable growth.