Relação entre marketing digital e planejamento estratégico: um modelo de projeto híbrido e adaptativo

Abstract

The main objective of this final paper is to develop a hybrid and adaptive project model between Strategic Planning and the Digital Marketing Plan, through comparative analysis between the objectives, stages and processes of the documents mentioned. Through this integration, the aim is to achieve a holistic vision that allows the implementation of Digital Marketing strategies aligned with the Strategic Planning process. To achieve this objective, the bibliographical research method was used, since the historicity of Strategic Planning was analyzed, as well as the origin of traditional Marketing until its development in the digitalized environment. The results of this study highlight the importance of alignment between traditional and digital strategic guidelines, and suggest that the integrated approach contributes to the foundation of a solid base of strategies for organizations in the digital era. The constructed model allows for an adaptive scope for future research and practical implementations.