ANÁLISE DAS AÇÕES DE MARKETING DIGITAL E DO COMPORTAMENTO DO CONSUMIDOR DA COCA-COLA COMPANY

Abstract

Digital marketing is a reality for organizations and online actions are crucial for their survival in the market. Big brands like the Coca-Cola Company recognize this importance and use these actions to connect with their consumers, however small companies still have difficulties in developing this type of action, thus, the existence of this article is justified, since it will bring the digital marketing actions carried out by Coca-Cola, in order to benefit companies that do not know how to act in the face of this marketing application. The objective of the present study is to identify the digital marketing actions that Coca-Cola has been carrying out and the consumer's behavior before them, and for that, a qualitative approach was used, using the descriptive method, bibliographical research and documental research. as a data collection instrument, which were analyzed using the content analysis technique. The results showed that through digital media, Coca-Cola manages to add value to its product, forming a striking identity in the minds of its consumers, changing the way its audience behaves even before making a purchase, thus concluding that the results obtained through the analysis of Coca-Cola's digital marketing actions are positive and will serve as an example for small businesses that do not know how to carry out this type of marketing.