Marketing digital em empresas de engenharia civil: barreiras e benefícios.

Abstract

In a highly competitive market such as civil engineering, micro and small enterprises face the challenge of increasing their visibility, and digital marketing has emerged as a strategic tool to support entrepreneurs in this sector. This study aims to analyze the perceptions of civil engineers working in micro and small enterprises regarding the benefits and barriers associated with the use of digital marketing strategies. The research is grounded in a phenomenological approach and adopts a qualitative, exploratory, and descriptive design, based on a case study. Data were collected through semi-structured interviews conducted with three civil engineers whose companies present different levels of digital marketing maturity: no use, partial use, and structured use. The findings indicate that digital marketing is recognized as a relevant factor for increasing visibility, credibility, and demand generation; however, its adoption still faces cultural, technical, and financial barriers. It was also observed that digital marketing primarily functions as a customer acquisition tool, while customer retention is more closely associated with the technical quality of the services provided. It is concluded that the integration of digital strategies with the use of multiple sales channels tends to enhance results and contribute to the competitiveness of micro and small enterprises in the civil engineering sector