REDES E MÍDIAS SOCIAIS COMO FERRAMENTA DE SUPORTE AO MARKETING DIGITAL: UM ESTUDO SOBRE ESSAS PRÁTICAS NA PERCEPÇÃO EMPRESARIAL JORNALÍSTICAS

Abstract

The research aims to analyze the usability of networks and social media as a tool driving the strategies of Digital Marketing news organizations in the city of Goiânia (GO). In the theoretical framework is first described on the evolution of communication tools, is then reported on the contemporary marketing and to finish is discussed on the competitive edge in business. In the research field is identified that newspapers interviewed were concerned with the inclusion of organizations in the web environment, however this insertion is recent and date to 2006 in the newspaper that uses this technology and more time in the newspapers in 2010 that have deployed this technology more recently. The newspapers surveyed have social media networks and greater access, such as Facebook and Twitter, probably the adherence to them is due to the tendency of the market, and be a means of media to reach the target audience. It is further evidenced that the promotion of digital marketing, from social networks and media must be provided by qualified professionals and support specific tools when observed in the segment searched. Moreover, the research shows that although there is a digital marketing and the possibility of integration of the vehicle journalistic web platform, organizations in this segment do not believe in definitive migration of customers to this platform.