A importância do marketing digital e o recurso humano em tempos de pandemia.

Abstract

Esse Trabalho de Conclusão de Curso intitulado Marketing Digital e o Recurso Humano em Tempos de Pandemia trata-se de uma pesquisa quali- quantitativa e bibliográfica. O problema de pesquisa é investigar quanto o Marketing Digital cresceu e evoluiu durante a pandemia. Buscou-se então responder a essa dificuldade através do formulário elaborado no Google Forms, estes que foram passados via redes sociais para o maior número de pessoas. Foram utilizados alguns apontamentos teóricos, com base em: Kotler (1998), Sandra Turchi (2009), Solomon (2014), Richers (1984), Yoo e Jang (2019), Almeida JR (2007), Forbes (2016), Guo (2012), Kartajaya & Setiawan (2006), entre outros, que se relacionam com Marketing Digital. Os resultados obtidos apontam que o Marketing Digital pode ajudar o público alvo a alcançar suas compras efetivas onde o comportamento de compra do consumidor influencia nas estratégias de Marketing Digital. Segundo nossa pesquisa, parte dos indivíduos entrevistados relataram que fazem obtenções parcialmente pela internet, onde são influenciadas pelos anúncios de TV, e por fim, durante a pandemia, tiveram uma persuasão acentuada pela compra online. Palavras chave: Marketing Digital, Pandemia COVID-19, Pesquisa.

ABSTRACT

This Final Course Project, entitled "Digital Marketing and human resource in Times of Pandemic," is a qualitative-quantitative and bibliographic research. The research problem aims to investigate how much Digital Marketing has grown and evolved during the pandemic. To address this challenge, a Google Forms survey was created and disseminated via social media to reach the largest number of people. The study incorporates theoretical insights based on the works of: Kotler (1998), Sandra Turchi (2009), Solomon (2014), Richers (1984), Yoo and Jang (2019), Almeida JR (2007), Forbes (2016), Guo (2012), Kartajaya & Setiawan (2006), among others, all of which are related to Digital Marketing. The obtained results indicate that Digital Marketing can assist the target audience in achieving their actual purchases, where consumer buying behavior influences Digital Marketing strategies. According to our research, some of the interviewed individuals reported making purchases partially through the internet, influenced by TV ads. Lastly, during the pandemic, there was a pronounced shift towards online shopping. Keywords: Digital Marketing, COVID-19 Pandemic, Research.