Marketing digital: o uso do Facebook como ferramenta de marketing pelas empresas de Campina Grande - PB.

Abstract

The internet and new digital media have provided several changes in consumer behavior and thus have induced marketing to incorporate digital strategies to their environment. The tools of digital marketing elements have become needs for companies and taking active participation in this new online environment has become an imperative. Thus, the study aimed to analyze the use of Facebook as a tool for digital marketing by companies of Campina Grande - PB. The research of quantitative-qualitative nature was conducted by nonprobability sampling accessibility, totaling 46 interviewed companies. Among the main results, we highlight the potential use of the internet for advertising and interactive nature activities, leaving important aspects such as research, planning and control in the background. Companies also had a positive perception of the return coming from the digital marketing, excepting the increase in revenues. Overall, it is concluded that considering Facebook as a marketing tool, companies are in a learning curve as to its use, although the results obtained so far prove positive and reinforce the inherent competitive potential the use of online media.