Marketing digital aplicado no transporte rodoviário de passageiros: um estudo no Grupo Adamantina

Abstract

The present study aims to evaluate and propose digital marketing strategies in order to strengthen the online presence, expand customer acquisition and improve the operational efficiency of the Adamantina Group in the road passenger transport sector. The methodology combines quantitative data analysis with qualitative consumer insights, resulting in a comprehensive set of recommendations to strengthen the online presence, attract more customers and optimize the Adamantina Group's operational efficiency in the road passenger transport market. Based on the findings of the analysis, specific digital marketing strategies were proposed, which include optimizing the website to improve the user experience, developing targeted advertising campaigns on the relevant social media platforms, implementing SEO (search engine optimization) tactics to increase visibility in search results, and creating relevant and engaging content to attract and retain customers. It is concluded that the proposal to structure digital marketing for the Adamantina Group seeks to leverage the opportunities provided by the online environment, with the objective of increasing the visibility of the company, attracting new customers, retaining existing ones and strengthening its reputation in the market. Digital marketing is essential in a scenario of constant technological transformation and changes in consumer preferences, and this proposal provides a solid basis for the Adamantina Group to achieve its objectives and continue to stand out in the road passenger transport sector.