Uso do marketing digital no ramo agropecuário e seus impactos na relação com clientes

Abstract

Over the years, technology has been gaining ground in rural areas, especially the use of the internet and, consequently, instant messaging applications and social networks. These technologies directly modify communication, buying behavior and relationships. The objective was to verify how the digital marketing tools are being applied to the rural public, seeking to identify the behaviors of the interviewees in front of the communication vehicles. Data were collected through online questionnaires, sent to respondents, using simple random sampling to obtain the necessary sample. Data were transformed into numbers for analysis and percentage techniques were used. The results show that respondents are adept at various social networks and/or instant communication applications. In addition, they make use of these channels to seek information and use the internet to do research before making a purchase. Even with the use of these media, most still make their purchases in physical stores. It was concluded that marketing tools can be used by companies in the agricultural sector as allies to make brands reach their audience of interest in the most different channels, uniting online and offline actions that together can positively impact the customer purchase journey.