O papel das mídias sociais como ferramenta de marketing e prospecção de clientes no período de pandemia no setor de vendas do ramo calçadista

Abstract

The present work has the objective of carrying out an analysis of the role of social media as a marketing and customer prospecting tool in the period during the pandemic, through a case study in a shoe store. The methodology used was exploratory, descriptive, bibliographical and qualitative in nature through a case study. Data collection was carried out through the application of a compound of 29 closed questions, together with the owner of the company Charme.com. The appreciated results were strengthened, meeting the roposed objectives, showing the concept and evolution of marketing to the digital age and the importance of the role of social media in the sales sector, especially in the pandemic period. In this way, it was possible to verify that the pandemic accelerated the digitalization process of companies and that the use of social media was fundamental for the sales sector in this period. Before, this process was not prioritized, with sales mostly only in the physical store. Since then, sales channels such as Instaram and WhatsApp have been adopted, where it is possible to present products and contact customers, do business and marketing in a more comprehensive way. From a financial point of view, social media management presents an opportunity for the company to survive in the midst of the crisis, since it implies an increase in sales and a higher profit margin. It was also found that the company Charme.com managed to achieve better results in its sales and customer prospecting from the use of sales channels and investments in digital marketing.