Desenvolvimento de estratégias de marketing digital para potencializar a presença online e o engajamento de clientes: estudo de caso da essencial lingerie

Abstract

The purpose of this study was to explore and suggest digital marketing strategies to strengthen the online presence and improve customer relationships at the Essencial Lingerie store. Using the Case Study methodology, the store's digital marketing practices were analyzed, areas that needed improvement were identified, and actions focused on personalized service and efficient use of social media, especially Instagram and WhatsApp, were developed. The research emphasized the importance of improving positioning on social media, creating relevant and visually appealing content to increase engagement and brand visibility. The study steps included defining the case and objectives, collecting detailed data on the store's current situation, and competitive analysis of digital marketing strategies. Based on the application of the 4Ps of marketing and Philip Kotler's theories (2017), action plans and content for social media were developed, aiming at an organized and aesthetically cohesive profile on Instagram. The implementation of the strategies involved promotional campaigns and the organization of social media profiles, followed by monitoring and evaluating performance indicators, such as followers, engagement, and sales. Analysis of customer feedback allowed for continuous adjustments and improvements in the strategies adopted. In conclusion, the study reinforces the importance of a well-structured digital marketing strategy, highlighting that personalized service and attractive visual communication are fundamental for success in the digital market. The strategies developed strengthened the online presence and the relationship with customers, preparing the store for future expansions.