Digital Strategy: A Case Study in the Municipality of Ferreira do Zêzere, Portugal

This research analyses the relevance of digital channels for the municipality of Ferreira do Zêzere (MFZ), focusing on management and their alignment with digital communication best practices. The main objective is to assess MFZ’s current digital strategy and propose improvements. The qualitative methodology included document analysis and interviews with staff from the communication department. The results reveal that the digital strategy is not formally defined; however, there are effective informal actions, particularly on social media. Nonetheless, challenges remain, such as a lack of specialized human resources and insufficient technological investment. The proposed improvements include applying the 8 Ps of the marketing mix and the AIDA model to enhance and optimize the existing digital strategy. It is concluded that, despite the limitations, MFZ is improving its digital communication. Investment in technological capacity building, continuous training, and marketing tools are recommended.