Digital marketing as a strategic tool and opportunities in social networks

Abstract

Macro environment influences on marketing are able to interfere deeply in organizations. Thus, the technological factor has a heavily impact on business, placing enterprises the need of making some changes dealing with their costumers, advertising their products and services, even changing how to sell it. The advances incomputer technology have led to the production of several communication and information devices and internet development, computer network, which became popular. Since then, organizations had the need to include platforms and digital devices on marketing plans. Accordingly, the aim of this work is to study marketing strategies in platforms and digital devices and analyze their application by Renner store. These are significant investment of their resources to perform marketing in traditional ways and in platforms and digital devices, getting some feedback on their strategies since it reaches costumer engagement and participation in activities developed on the internet, which will certainly reflect in the company’s financial results.