Marketing digital: Um estudo referente ao impacto e a importância do marketing digital sobre a fidelização dos clientes de uma empresa do segmento de mercado de chocolates finos localizada no município de Salgueiro-PE

Abstract

This article aimed to present the importance of strategies and tools used by digital marketing and their impact on customer loyalty of a company in the market segment of fine chocolates located in the municipality of Salgueiro-PE. Such strategies and tools become fundamental, in the face of a context of constant changes in the market. The means of communication, such as social media, are capable of providing companies with a new means of disseminating and promoting their products and services and of bringing the company and customer closer 5 together. To achieve this objective, two specific purposes were raised: To analyze how digital marketing strategies and tools are used to retain and retain the company's customers; and verify the degree of interactivity and approximation between company and customers. For the method, the qualitative-quantitative research technique was used, through which a questionnaire was developed to be applied to the company's manager and customers, in order to collect information on the subject addressed. Finally, the results obtained show the importance of a well-planned digital marketing plan for a better use of all the tools and strategies that it can offer along with social media as a means of marketing, dissemination and promotion. Such means are currently used by companies to better meet the needs of customers and, in this way, satisfy them and make them loyal customers.