The importance of digital marketing in civil engineering
DOI:
https://doi.org/10.6008/CBPC2674-6433.2023.005.0002Keywords:
Marketing Digital, Social Media, Engineering, Strategy, CustomersAbstract
Information technology has grown exponentially in recent times; the internet has acquired an incredible ability to transmit a large amount of information in a small amount of time to millions of people. The way in which this information spreads evolves so quickly that only the dissemination of this information is no longer enough; Thus, the term “digital marketing” appears. A term used to characterize strategies and ways to attract public attention (or future customers, in the case of companies). Therefore, it is necessary to study modern strategies that allow the easy capture of people. Therefore, the main purpose of this research project was to evaluate the impacts of digital marketing on the branding of a company in the engineering services sector, considering the importance of brand management concepts in conjunction with online marketing. In this sense, the company Rio Construção participated in a project in which mass media were used (mainly WhatsApp and Instagram) to boost its business. With this, it was found that the company obtained satisfactory results in the dissemination of its work (visibility) and interaction with its customers.
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