O marketing digital e seu impacto no setor solar fotovoltaico em meio à crise da pandemia da Covid-19: um estudo de caso

Abstract

In the last decade it has become important to create new marketing strategies with the help of the internet and, with the warning of the pandemic, this need has intensified. Therefore, this work aimed to analyze the effects of digital marketing for a company in the photovoltaic energy sector during and after the COVID-19 pandemic. The data used in the present study were collected at the company BRS Energia Solar from a questionnaire administered in the second half of 2023. Numerical information from business records spreadsheets from March 2019 to February 2023 of the academic company, as well as the observation of the company's social media were consulted by company members to obtain answers. This work was then divided into two parts: application of the questionnaire and completion of a case report. Analyzing the responses obtained, you can observe that in the period from 2021 to 2022, there was a 6000% increase in the capture of potential customers, through the new marketing strategy that consists of paid traffic and advertising on social networks, than in the same period in previous years. In the following period, March 2022 to February 2023, there was an increase, although smaller, in attracting new potential customers, representing 130% more than in the previous period, despite challenging the strategy of paid traffic and promotion on social networks. As for the number of contracts closed and executed from March 2019 to 2022, there has always been an increase in numbers. From the period starting in March 2019 and ending in February 2020, compared to the 2020-21 period, there was an increase of 225% more contracts signed. When compared to the 2021-22 period, this percentage rose to 690% more. And finally, in the period 2022-23, compared to 2021-22, there was a 280% increase in sales. It was concluded, then, that despite all the public health problems generated by the COVID-19 pandemic, digital marketing promoted rapid acceleration for different types of markets and companies, reaching a larger portion of the population.