Desafios da Covid-19 nas empresas: Breve análise de desempenho do marketing digital

Marketing emerged to expand the relationship between consumer and company. But in order resist current context, companies must increase their strategic actions of digital marketing. This requires specificity, which highlights importance metrics monitoring, consists evaluating results obtained from those actions. study compares responses important entrepreneurs region (Algarve), sector marketing ICT, a questionnaire regarding performance terms social media. From qualitative analysis carried out (in Nvivo), on content obtained, there is different ‘maturity’ perceptions customers through networks. Some reveal less mature stage, i.e., media used improve strategies market context. In this sense, these show greater concern with economical solutions than changes focused key products. Choosing right KPIs, integrating channels using influencers are practices further explore.