Convergência estratégica no marketing digital
a integração de branding e growth na percepção de gestores e estrategistas
DOI:
https://doi.org/10.22478/ufpb.2238-104X.2026v16n2.74042Palavras-chave:
estratégia, marketing digital, percepção, profissional de marketing, tecnologiaResumo
Objetivo: No cenário competitivo do mercado digital, as estratégias de branding e growth são fundamentais para garantir tanto o reconhecimento da marca quanto o crescimento acelerado dos negócios. Diante disso, esta pesquisa teve como objetivo explorar a percepção de gestores e estrategistas de marketing sobre a aplicação simultânea das estratégias de branding e growth no marketing digital. Metodologia/abordagem: Para alcançar esse objetivo, foram realizadas entrevistas semiestruturadas com dez profissionais da maior rede de assessoria de marketing digital da América Latina. A análise dos dados foi conduzida com base na metodologia de Análise de Conteúdo de Bardin (2015), que permitiu identificar as percepções dos participantes em relação à temática. Principais resultados: Os resultados indicam que, apesar de os profissionais associarem o tráfego orgânico às estratégias de branding e o tráfego pago às estratégias de growth, há uma tendência crescente de integração entre as duas abordagens. Alguns participantes destacaram que o uso combinado dessas estratégias pode fortalecer tanto o impacto imediato quanto o desenvolvimento de uma marca sólida e duradoura. Contudo, foi apontada a limitação orçamentária como a principal barreira para a implementação simultânea dessas estratégias. Contribuições acadêmicas: O estudo amplia o entendimento sobre a convergência dessas abordagens no marketing digital, sugerindo novas direções para pesquisas futuras sobre a integração dessas estratégias. Contribuições práticas: As contribuições desta pesquisa incluem direcionamentos gerenciais sobre a importância de adotar uma estratégia híbrida que combine branding e growth, permitindo às empresas equilibrar o crescimento de curto prazo com a construção de uma marca sólida.
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