Digital marketing as a growth strategy after the Covid-19 pandemic: A study on local enterprises in the municipality of Campos dos Goytacazes-RJ

Abstract

Considering that the business scenario has undergone radical changes due to the 2019 pandemic, the research on Digital Marketing as a growth strategy after the Covid-19 pandemic: a study on local enterprises in the municipality of Campos dos Goytacazes in the state of Rio de Janeiro, focused on understanding the impact of digital marketing strategies on companies and how they have adapted to this new context. To this end, it was necessary to analyze more comprehensively the use of Digital Marketing by local companies, seeking to estimate the level of adoption of strategies during the health crisis, to assess the main challenges and opportunities faced by companies when entering the digital world, and to examine the impact of these strategies on business performance, in addition to providing an overview of trends in the field of Digital Marketing post-pandemic. In the meantime, exploratory research with a qualitative approach was carried out with 83 municipal companies. Given this, it was found that digital marketing strategies were essential for the growth of companies after the pandemic, boosting audience engagement and the search for an effective online presence. The results highlight the relevance of the presence on digital platforms and social networks, as being a key element in the growth strategy of these companies, in this new post-pandemic context.