A influência das mídias na captação e fidelização de clientes

Abstract

Social media are relatively recent tools in corporate communication and marketing and have been growing in use in recent years, being perceived as a differential for organizations. The exposure of the product / service takes place in a different, fast, personal and intimate way. Companies that are able to scale their sales and maintain connection with their customers can take more market share for themselves, especially in the current crisis. The objective of this study is to analyze which social media (Facebook and Instagram) has the greatest result as a digital marketing tool in the company TR3S’D Arquitetura e Urbanismo, regarding the loyalty and expansion of the customer network. To achieve this objective, the study was characterized as descriptive with a qualitative and also quantitative approach. In data collection, two questionnaires were applied. The first, structured with open questions aimed at the company's partner, and the second with closed questions, was applied to the store's customers. Considering the feasibility of using the two social networks, the study showed Instagram as the most suitable to reach the company's consumer audience. There is a large portion, both of customers and potential customers, who use this social network. However, there is a deficit on the part of the company that needs to interact more with its public, create promotional materials and gain more space on social networks. The study's suggestions are aimed at improving the company's performance on social networks, considering the importance of publicizing the company and establishing a connection with its public, especially in the current pandemic scenario.