O impacto do marketing digital na viabilidade econômico-financeira de uma startup do setor lawtech

Abstract

The commercialization of the internet, sparked more than 20 years ago, triggered many social and economic changes, profoundly transforming consumption relationships between companies and consumers. With the onset of Digital Marketing, executives and scholars recognized the internet as an effective medium for trade and marketing communication, leading to a new consumption behavior in society. In this context, during the period called the “internet bubble”, lasting from 1996 through 2001, “startup” came up in Brazil as a term to describe young companies characterized by a repeatable and scalable business model where solutions were developed and implemented in an environment surrounded by uncertainty. This study attempts to describe and analyze strategic digital marketing decisions in the client acquisition process of a technology startup, part of the lawtech sector, where it offers technological solutions in the consumer rights area by simplifying the proceedings to take legal action when a passenger experiences any problems with a flight. Given the need to understand and maximize the returns originated by digital marketing actions, this study seeks to demonstrate in which ways an efficient digital marketing strategy can contribute to the financial viability of an online business.