STRATEGIC COMMUNICATION PLAN AS A WEB SALES LEVEL

Abstract

Being in a digital environment is challenging for a company in several aspects. It will be necessary to adapt its operational structure, reorganize its way of thinking, adjust the organizational culture, involve its employees in this way of acting, be up to the competitiveness of its competitors and, above all, be connected to its consumers. This means showing them that the company is aligned with the digital and “proving” that it works in this environment, offering good experiences in this relationship. In this sense, it is necessary to plan to be in the digital environment, get into digital marketing practices and understand the results it can bring. The study addresses the situation of a large company, which dominates the market in matters of customer service and experience, and which migrated on-site courses to a digital platform, but did not develop a strategic plan for dissemination and sale. The diagnostic analysis method was used, through qualitative research, from the observation and collection of internal data from the company and records of use by consumers of social networks taken into account - Instagram, LinkedIn and Facebook, in order to verify profile and behavior of accesses. The work contributes to the use of digital channels for the use of products and services in the Internet environment. The methodology used was qualitative analysis based on diagnostic analysis to obtain general knowledge about the proposed study, thus the general profile of the challenge situation improving specific actions.