Em busca de uma comunicação engajadora no Instagram: planejamento de marketing digital para a empresa Gramado avicultura

Abstract

The present work aims to idealize a plan in the scope of digital marketing in search of engagement of the public of the company Gramado Avicultura in the social network Instagram. For this, the methodology used involves an exploratory-qualitative approach. Bibliographic and documentary research and the use of the internet are used for its elaboration, providing the opportunity to analyze the engagement of Gramado Avicultura's public on Instagram in a single case study. The work is divided into three stages: the first presents digital marketing and social networks, addressing planning and strategies in this context. The second stage comprises Instagram, contextualizing the network, addressing the profile of its users and the possibilities and strategies of communication on the social network. The final step presents the case study of the company Gramado Avicultura, with the realization of a strategic planning of digital marketing for Instagram, its application and the analysis of the results obtained. At the end of this study, it is possible to conclude that the application of strategies involving an organized planning within the scope of digital marketing allowed a more effective communication of the brand, expanding its potential in a previously little explored social network, which proved to have great potential for dialogue and communication. strengthening connections with the public in question. [resumo fornecido pelo autor]