MARKETING DIGITAL: UMA ABORDAGEM CIENTÍFICA PARA O SUCESSO EMPRESARIAL NA ERA DIGITAL

Abstract

This article aims to analyze the importance of digital marketing tools as a competitive advantage for organizations. The specific objectives were: to present the historical evolution and concepts of marketing; highlight the components of the marketing mix; and identify the most effective digital marketing strategies in the information age. Despite its great importance, the topic is still underexplored in the field of Business Administration. This study is a literature review. The research was conducted online through articles indexed in the electronic databases SCIELO and Google Scholar. The following search terms were used: companies, competitiveness, digital marketing. Regarding the content developed, it can be concluded that the objectives and the research problem were successfully achieved, as the literature review demonstrated that digital marketing tools play a crucial role in strengthening organizations. The analysis showed that these tools not only increase the visibility and reach of brands but also foster a closer and more engaged relationship with consumers. Furthermore, it became evident that the personalization of strategies, based on concrete data, results in more effective and targeted campaigns.