MARKETING DIGITAL: A ESTRATÉGIA REVOLUCIONÁRIA PARA IMPULSIONAR VENDAS E ACELERAR O CRESCIMENTO EMPRESARIAL

Digital marketing has established itself as an essential strategy in the contemporary business environment, given the technological transformations and the increasing access to information. This study aimed to analyze, through qualitative bibliographic research, how digital marketing strategies influence consumer behavior and the performance of organizations in the current market. The data analysis showed that the contemporary consumer is more informed, demanding and actively involved, responding positively to actions that promote interaction, personalization and generation of perceived value. The results indicate that the use of analytical tools allows companies to adjust their strategies quickly, enhancing their competitiveness. In addition, it was found that digital marketing practices are essential to increase brand visibility, strengthen lasting bonds with the public and boost sales. Thus, the research achieved its objective by offering an in-depth understanding of the impact of digital marketing on organizational growth and the transformation of consumer behavior. As a suggestion for future studies, it is recommended that empirical research be conducted targeted at specific sectors, in addition to analyzing the ethical challenges associated with the use of digital data.