Resumen

NEVES, Daniela; FERNANDES, Silvia  y  CARVALHO, Fátima. Covid-19 Challenges in Business: Brief Analysis of Digital Marketing Performance. NTQR [online]. 2021, vol.9, pp.1-10.  Epub 09-Dic-2021. ISSN 2184-7770.  https://doi.org/10.36367/ntqr.9.2021.1-10.

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

Palabras clave : Digital Marketing; Social Media; Metrics; Qualitative Analysis..

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