impact of the use of communication channels and digital marketing in small businesses in Campos Novos, SC

Abstract

The present study analyzed 20 companies from Campos Novos/SC participating in the Brazil Mais Program between November 2020 and June 2021. Its main objective was to examine how the lack of utilization of digital marketing and customer communication channels impacts microenterprises in the commercial sector. By studying communication and marketing tools, it was possible to analyze the inefficiency in customer communication through digital marketing. The study's results indicate revenue growth in all analyzed companies, ranging from 1% to 89% increase, along with increased visibility on social media, especially since they are related to commercial activities. The study also emphasizes the importance of actions to foster the development of small businesses, promoting income growth, employment opportunities, and empowering small business owners