Diagnóstico do Uso do Marketing Digital por Pequenos Produtores Rurais do Estado de Minas Gerais

Abstract

Given the relevance of digital marketing for business, this study aims to identify the uses of this type of marketing carried out by small farmers and propose a framework that helps in the adoption of digital marketing strategies for this audience. Using a qualitative and descriptive approach, the study collected information about the use of digital marketing with 20 small farmers in the State of Minas Gerais, in order to diagnose how they have used this resource. To this end, a questionnaire was developed with sociodemographic information and questions about digital marketing resources used among rural producers. In total, 20 responses were obtained, which noted the low use and knowledge of digital marketing resources among producers, a situation that is justified by macrostructural limitations, such as infrastructure deficiencies, lack of training and also improvement of management practices. Based on the results of this study, it is expected that the proposed framework can serve as a reference for strategic digital marketing planning for small rural producers.