If content is king, conversion is queen: The dilemma of Dona Diva
This work presents the real story of Dona Diva, a semi-jewelry company operating in e-commerce and serving the entire national territory, both in wholesale and retail. This study focuses on highlighting the digital marketing strategies implemented by the company's founders and its marketing an...
Saved in:
| Main Authors: | , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Associação Nacional de Estudos em Empreendedorismo e Gestão de Pequenas Empresas (ANEGEPE)
2025-01-01
|
| Series: | Regepe Entrepreneurship and Small Business Journal |
| Subjects: | |
| Online Access: | https://www.regepe.org.br/regepe/article/view/2631 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| _version_ | 1846091052286476288 |
|---|---|
| author | Isadora Mara da Silva Jailson Lana Raul Beal Partyka |
| author_facet | Isadora Mara da Silva Jailson Lana Raul Beal Partyka |
| author_sort | Isadora Mara da Silva |
| collection | DOAJ |
| description |
This work presents the real story of Dona Diva, a semi-jewelry company operating in e-commerce and serving the entire national territory, both in wholesale and retail. This study focuses on highlighting the digital marketing strategies implemented by the company's founders and its marketing and sales team. Within this context, the primary objective is to investigate the importance of digital marketing and social media in showcasing the advantages and disadvantages (especially when misapplied) of these marketing and communication channels between the company and its customers. The central dilemma of the case is: *How can content be created for two distinct channels, with different characteristics and interests (B2B and B2C), to drive e-commerce sales for both?* The case was built using primary sources, through interviews with the company's founders, as well as secondary sources. The names of the founders, the company, and the originality of the story were faithfully preserved throughout.
|
| format | Article |
| id | doaj-art-f044bf47b6084b75b6793f9d8f6f61e7 |
| institution | Kabale University |
| issn | 2965-1506 |
| language | English |
| publishDate | 2025-01-01 |
| publisher | Associação Nacional de Estudos em Empreendedorismo e Gestão de Pequenas Empresas (ANEGEPE) |
| record_format | Article |
| series | Regepe Entrepreneurship and Small Business Journal |
| spelling | doaj-art-f044bf47b6084b75b6793f9d8f6f61e72025-01-15T20:42:12ZengAssociação Nacional de Estudos em Empreendedorismo e Gestão de Pequenas Empresas (ANEGEPE)Regepe Entrepreneurship and Small Business Journal2965-15062025-01-011410.14211/regepe.esbj.e2631If content is king, conversion is queen: The dilemma of Dona DivaIsadora Mara da Silvahttps://orcid.org/0000-0002-8168-7099Jailson Lanahttps://orcid.org/0000-0003-0944-9667Raul Beal Partyka0https://orcid.org/0000-0001-7941-2152Escola de Administração de Empresas de São Paulo This work presents the real story of Dona Diva, a semi-jewelry company operating in e-commerce and serving the entire national territory, both in wholesale and retail. This study focuses on highlighting the digital marketing strategies implemented by the company's founders and its marketing and sales team. Within this context, the primary objective is to investigate the importance of digital marketing and social media in showcasing the advantages and disadvantages (especially when misapplied) of these marketing and communication channels between the company and its customers. The central dilemma of the case is: *How can content be created for two distinct channels, with different characteristics and interests (B2B and B2C), to drive e-commerce sales for both?* The case was built using primary sources, through interviews with the company's founders, as well as secondary sources. The names of the founders, the company, and the originality of the story were faithfully preserved throughout. https://www.regepe.org.br/regepe/article/view/2631Digital MarketingSocial MediaEngagementConversionSemi-Jewelry |
| spellingShingle | Isadora Mara da Silva Jailson Lana Raul Beal Partyka If content is king, conversion is queen: The dilemma of Dona Diva Regepe Entrepreneurship and Small Business Journal Digital Marketing Social Media Engagement Conversion Semi-Jewelry |
| title | If content is king, conversion is queen: The dilemma of Dona Diva |
| title_full | If content is king, conversion is queen: The dilemma of Dona Diva |
| title_fullStr | If content is king, conversion is queen: The dilemma of Dona Diva |
| title_full_unstemmed | If content is king, conversion is queen: The dilemma of Dona Diva |
| title_short | If content is king, conversion is queen: The dilemma of Dona Diva |
| title_sort | if content is king conversion is queen the dilemma of dona diva |
| topic | Digital Marketing Social Media Engagement Conversion Semi-Jewelry |
| url | https://www.regepe.org.br/regepe/article/view/2631 |
| work_keys_str_mv | AT isadoramaradasilva ifcontentiskingconversionisqueenthedilemmaofdonadiva AT jailsonlana ifcontentiskingconversionisqueenthedilemmaofdonadiva AT raulbealpartyka ifcontentiskingconversionisqueenthedilemmaofdonadiva |