STARTUPS E MARKETING DIGITAL:
ESTRATÉGIAS PARA COMPETIR COM GIGANTES EM UM MUNDO INTERCONECTADO
DOI:
https://doi.org/10.57108/iesj.2025.5-1.5Palavras-chave:
startup, vantagem competitiva, marketing digital, agilidade, inovaçãoResumo
As Startups estão redesenhando o ambiente corporativo global, contestando conceitos antigos e impulsionando uma revolução nos negócios. O crescimento veloz e a expansão dessas empresas estão transformando múltiplos setores econômicos, ressaltando a relevância de estratégias de marketing digital desde o início para garantir sucesso contínuo. Este artigo tem como objetivo analisar a relevância das Startups no ambiente contemporâneo, e as estratégias específicas de marketing digital efetuadas, seus benefícios e riscos, permitindo que Startup obtenham uma vantagem competitiva, frente a grandes empresas. Para isso foi adotada a metodologia de pesquisa bibliográfica abarcando artigos publicados nos últimos 5 anos. Startups se destacam pela inovação, agilidade e capacidade de disrupção, utilizando tecnologias emergentes, ferramentas digitais e estratégias de marketing digital para competir com grandes empresas. São agentes de transformação do mercado e economia digitais, impulsionando a inovação e a competitividade. Apesar de suas vantagens, enfrentam desafios significativos, incluindo riscos de segurança cibernética e necessidade de adaptação constante e rápidas às mudanças do mercado. Estratégias eficazes de marketing digital, inovação e agilidade são essenciais para seu crescimento, assim como atenção e tratativa dos desafios e risco inerentes.
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