Impact of digital marketing actions on service companies in the Serra Catarinense region participating in the Programa Brasil Mais

Abstract

The pandemic has presented a new scenario for companies, and digital tools, especially in marketing, have become indispensable in the relationship with customers, as well as a fundamental element for the continuity of business and the financial pillar of many companies. Digital marketing combines internal efforts with the ability to interact with external environments (customers) to promote its brand and even increase productivity and conversions of new leads. The Ministry of Economy of the Federal Government, in partnership with CNPQ and Sebrae, developed the Brazil More Program with the aim of promoting actions to stimulate innovation in micro and small businesses through personalized and free guidance. Based on a field study with nine companies in the Serra Catarinense region in the service sector participating in the Brazil More Program, this article aims to analyze how marketing actions can boost productivity indices in companies. The specific objectives include identifying the profile of service sector companies served by the program, investigating the digital marketing strategies used by the companies, and relating the use of digital marketing to increased productivity during the Agent of Local Innovation monitoring period. Thus, it was evident that many companies did not have a marketing plan, and participation in the Brazil More Program opened up opportunities to increase productivity indices and develop an environment conducive to innovation through a digital marketing plan. It was also found that through planning and the application of digital marketing tools, combined with the monitoring of actions by the Local Innovation Agent, companies achieved positive results, increasing their level of maturity in digital marketing on the innovation radar.