Impacto do marketing digital na promoção de serviços: o caso da Turma dos revoltados

Abstract

This study investigated the impact of digital marketing on the promotion of Turma dos Revoltados' services, highlighting the effectiveness of digital platforms and the strategies adopted by the organization. The main objective was to understand how digital marketing tools influence engagement and the promotion of the offered services. The research employed a qualitative approach and a case study methodology. The methodology included semi-structured interviews with seven marketing professionals from Turma dos Revoltados, aged between 25 and 45 years and we inquiring 10 users of TR services. The results indicated that Facebook and Instagram were the most effective platforms for reaching and engaging the target audience, with Instagram being used for visual and interactive campaigns and Facebook for paid ads and detailed segmentation. The study confirmed that other platforms, such as YouTube and Instagram, were chosen for specific purposes, such as video content and professional reach. The decision to abandon low-performing platforms, such as Twitter and Pinterest, reflected a proactive and strategic management approach. The analysis revealed that the choice of platforms was guided by factors such as return on investment (ROI), segmentation capability, and the level of engagement generated. Integration with other marketing tools and adaptation to market trends were crucial for the success of the strategies. Digital content creation was tailored to audience preferences, with continuous monitoring and adjustments based on feedback and performance metrics. Challenges included the need to keep content relevant and adapt quickly to changes in digital platforms and algorithms. The impact of digital marketing was largely positive, with increased website traffic, greater visibility, and direct interaction with followers. The study confirmed the hypotheses that effective use of digital marketing tools improved visibility, engagement, and customer retention, underscoring the importance of adaptive and well-informed strategies in promoting Turma dos Revoltados' services.