Implementação de uma estrutura para inbound marketing e mídia paga nas MPEs brasileiras

Abstract

This work sought to implement a structural guide for Brazilian micro and small companies on inbound marketing and paid media. Its general objective was to develop a structure to guide micro and small companies in adopting digital marketing strategies, with a focus on paid media and inbound marketing. The specific objectives of this work were: to propose practical ideas for micro and small companies wishing to adopt digital marketing in their business to have a guide as a first step, to offer a structural guide to help MSCs adopt digital marketing strategies and sell more, and to evaluate the structure with Brazilian MSCs. The research proposal to achieve the research objectives was a qualitative study that seeks to understand the real need for the use of DM in MSCs. The research had four stages: Data collection, data analysis, development of the framework based on data analysis and validating the importance of the structure based on the opinion of MSCs. For the first and second stage of this study's methodology, a questionnaire was sent out for micro and small companies to answer and specify whether or not they have problems with implementing digital marketing. As a foundation, this work sought to instruct the reader on the main tools for implementing the proposed structure, such as digital marketing, inbound marketing and structuring as a framework. Finally, the structuring was done based on the results obtained, which show the real needs of Brazilian micro and small companies and leave an about hiring specialized services, such as a marketing agency, for example.