Quem não é visto, não é lembrado: um estudo sobre a relação das micro e pequenas empresas com a cultura do marketing digital

Abstract

The study seeks to understand a brief history of post-digital marketing in society through the new forms of consumption, understanding its steps to the culture of the digital marketing landscape. It then contextualizes the segment of micro and small enterprises as an important role in the economic sphere and, therefore, plausible analysis in a communication research. In addition, it seeks to clarify organizational aspects of micro and small businesses within the digital age, in order to establish a connection with digital marketing. The aim of this study is to analyze and understand the relationship between micro and small enterprises and the culture of digital marketing, as well as to offer technical considerations about the understanding, efficiency and possible impacts that this relationship tends to generate, in a palpable way, the two stakeholders of this study, the microenterprise and communication professional. Through in-depth interviews, it was possible to understand how micro and small companies seem to build their digital presence. The methodology of the study focuses on a bibliographic survey of the two scenarios, communicational and corporate, followed by an exploratory research with microentrepreneurs from the city of Santa Maria / RS. As a result of the research it was possible to understand the microentrepreneur's vision regarding the digital marketing culture and the changes that it demanded for its company, made it possible to identify the difficulties and barriers perceived in this adaptation, as well as to measure the potential impacts arising from the relationship. In this way, five main aspects were analyzed: value proposition, technical training, digital culture, performance of results and communication and market.