Marketing digital: uso de mídias sociais como estratégia para dar uma visibilidade às organizações de saúde de Maceió durante a pandemia

Abstract

The present work aimed to analyze the influence of the use of digital marketing on the visibility of health organizations in the city of Maceió, in the pandemic period, through the use of social media. With the appearance of the coronavirus, the world entered a pandemic, causing changes in people's daily lives, with that companies had to look for new ways to promote their products/services, therefore, the use of digital marketing ended up being a great ally for companies in this period. In this work, the evolution of marketing, concepts and strategies of digital marketing were presented, in addition to showing social networks as an ally of digital marketing. The research is exploratory, descriptive and of a quantitative nature and a questionnaire was carried out to understand the perception of users of health organizations regarding the use of these organizations in social networks in the pandemic; in addition, bibliographical and documentary references were used as a theoretical basis. It was possible to verify after analyzing the research data how important content planning is for customers, so it is interesting for organizations to invest in content marketing, as it will help in engagement on social networks. In addition, it was noticed that customers noticed the change in the performance of these organizations in social networks. It was also possible to see that with the evolution of digital marketing, companies aim to bring brands and consumers together in a solid way, that is, to use technology for the good of humanity.