Strategic convergence in digital marketing
the integration of branding and growth in the perception of managers and strategists
DOI:
https://doi.org/10.22478/ufpb.2238-104X.2026v16n2.74042Keywords:
strategy, digital marketing, perception, marketing professional, technologyAbstract
Purpose: In the competitive landscape of the digital market, branding and growth strategies are essential to ensure both brand recognition and accelerated business growth. In this context, the objective of this study was to explore the perception of marketing managers and strategists regarding the simultaneous application of branding and growth strategies in digital marketing. Methodology: To achieve this objective, semi-structured interviews were conducted with ten professionals from the largest digital marketing consultancy network in Latin America. Data analysis was carried out using Bardin’s Content Analysis methodology (2015), which allowed for the identification of participants' perceptions regarding the topic. Main results: The results indicate that although professionals tend to associate organic traffic with branding strategies and paid traffic with growth strategies, there is a growing trend toward integrating both approaches. Some participants highlighted that the combined use of these strategies can strengthen both the immediate impact and the development of a solid and long-lasting brand. However, budget constraints were identified as the main barrier to the simultaneous implementation of these strategies. Academic contributions: This study expands the understanding of the convergence between these approaches in digital marketing, suggesting new directions for future research on their integration. Practical implications: The practical contributions of this research include managerial guidelines emphasizing the importance of adopting a hybrid strategy that combines branding and growth, enabling companies to balance short-term growth with the development of a strong brand.
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