ANÁLISE COMPARATIVA DE ESTRATÉGIAS DE MARKETING DIGITAL NO INSTAGRAM E IFOOD

Abstract

Digital marketing has become an indispensable tool in the strategies of micro and small enterprises, especially in strengthening their image, market visibility, and establishing relationships with their target audience. The growing popularity of social networks and the use of delivery apps have changed the way people interact with products, particularly in the food sector. The present work aims to comparatively analyze the digital marketing strategies used by ten burger places' on the Instagram and Ifood platforms. The research has a qualitative-quantitative approach, with a descriptive objective and using as procedures, theoretical and documentary research and data collection based on the observation of burger restaurant profiles regarding posts, engagement, types of content and evaluations of customers.The analyzed data were collected over a period of 6 weeks. The research results indicate that Instagram is considered the most effective means for brand building and audience engagement, while IFood serves as a sales channel that increases the visibility of the establishments. The study concludes that burger places' that balance their strategies across both platforms effectively enhance their presence, results, and competitiveness in a dynamic market.