Study goals
The general objective is to create a digital media plan for a cooperative organization in the rural sector, whose focus is the commercialization of agricultural products. From this objective the specific objectives flow:
1) understand the cooperative's market positioning;
2) evaluate the critical success factors
3) develop action plans for each medium of greatest expression;
4) develop a schedule of actions to be carried out in the cooperative.
Relevance / originality
Since the expansion of the Internet in the 1990s and the development of media and social networks, companies and organizations have experimented new forms of commerce and consumer relationships. The reason for this is due to the changes in the roles of organizations and consumers, and the consumer had a passive attitude in the communication process. In order to follow the movement to modify consumer behavior and develop strategies capable of fostering market growth and improving the relationship with the various consumer segments, the creation of a digital media plan has been effective, even though a few attention has been directed to rural cooperatives.
Methodology / approach
With the application of the research-action method and with the evaluation of the strategic and market positioning of the cooperative, it was possible to establish general and specific action plans for each digital media, with positive impacts in both managerial and academic terms
Main results
The Plan was implemented in May 2019, with actions only in the digital media YouTube and its dynamism on the website. After 1 month of implementation, it was possible to verify that there were no gains in terms of communication with the market. This is justified by the lack of synergy between the company's operational areas (FOROUDI et al., 2017) and by the exclusive use of a single media tool.
Theoretical / methodological contributions
In view of the study, there is a need to segment the media used according to each respective action plan. Because, by segmenting each medium, it becomes possible to create specific message strategies for each tool. With this, it is possible to coordinate the communication mix of the media plan, optimizing time and shared content, which lives up to the objective of digital marketing: creating a relationship based on exchange between the cooperative and the consumer, delivering important messages according to the specific public, who as an exchange, becomes loyal and an influencer of opinions and consumption
Social / management contributions
With the segmentation of the media, the communication objectives were more easily contemplated, since the contents will be directed to current or potential customers. This is true for sharing the offer of services or products that are part of the receivers' consumption profile.