Eficiência e viabilidade de um site como ferramenta de marketing para produtos agrícolas em Porto Grande - Ap

Abstract

Brazil is the third largest global fruit producer with 45 million tons annually, allocating 65% for domestic consumption and 35% for export. However, the Covid-19 pandemic has significantly impacted agriculture, affecting food production and distribution. In Porto Grande, Amapá, the crisis emphasized the importance of innovative strategies, such as efficient internet use, to strengthen connections between local producers and consumers. In this context, the aim was to assess the efficiency and viability of the website (Feira-Online- PG) developed as an alternative to showcase agricultural products traded at the local fair in the municipality of Porto Grande-AP. The methodology for data collection was planned in three stages: 1) Four marketing campaigns were conducted on Instagram using the Facebook Meta Business Suite. 2) Installation and configuration of the Google Analytics tool to monitor user behavior directed to the site through campaigns, following Google's data protection policy. 3) A digital questionnaire was developed to obtain feedback from producers on the effectiveness of the site (post-use) in the sales process. The third campaign (C) of the Meta Business Suite performed the best, reaching 3,385 accounts with 76 clicks on the link at a lower cost of 55.99% compared to campaigns A, B, and D. Meanwhile, the second campaign (B) showed the lowest performance compared to the others. Examining the behavior of users redirected to the site through advertising campaigns, Google Analytics data indicated that the vegetable production page was the most attractive with 163 views, 102 users, and 481 event counts.The analysis of the effect of using the site on commercial transactions revealed a notable increase in sales, with vegetables representing a significant portion of the total sales volume at 33%, followed by fruits, animals, and animal meat at 22% each. However, despite these positive results, it is essential to make adjustments to the user registration page, allowing producers to easily update both their personal information and product-related information. Therefore, the results confirm that the site has proven to be an effective and viable tool to assist in the marketing of agricultural products, and the available resources satisfactorily meet the needs of producers.