Plano estratégico de marketing digital omnichannel para captação e retenção de clientes B2B no mercado de alimentos congelados

Abstract

This study aimed to develop an omnichannel digital marketing strategy focused on attracting and retaining B2B clients for the brand Empanadas Caminito, operating in the frozen food sector. The research is justified by the growing need for micro and small enterprises (MSEs) to strengthen their digital presence and use strategic tools to increase competitiveness against larger market players. The hypothesis assumes that the integration of digital channels can enhance brand reach, improve customer relationships, and generate concrete and sustainable results. Methodologically, the research followed a qualitative and descriptive approach, supported by financial and digital performance reports, and by the application of strategic marketing tools such as SWOT Analysis, BCG Matrix, persona definition, and SMART goals. The results howed that the proposed campaign — “More flavor, more value: tradition that helps your business grow” — is both technically feasible and strategically effective, highlighting the potential of digital marketing as a tool for growth and consolidation of MSEs in the B2B market. Finally, the study emphasizes the transformative role of marketing as a means of valuing tradition, culture and the entrepreneurial richness that strengthen Brazil’s gastronomic sector