Marketing digital na promoção da atividade de fotógrafo em Portugal

The greatest evolution of marketing took place with the advent of the internet, and photography was not far from this evolution, from analog to digital, it changed the way of working. Professionals had to keep up with the changes, adapting to new technologies to survive and stand out in this new scenario. Thus, this study aims to identify the most used digital marketing tools in the dissemination and the most effective for promoting the activity of photographer in Portugal. For data collection, a quantitative approach was used. Twenty websites were analyzed and an online questionnaire was applied to Portuguese photographers. The sample had 99 people participating and the data were processed using SPSS version 27. The main results showed that photographers mostly use digital media to publicize and promote their activities and the most used tools are digital marketing (media and social networks, websites, online ads and marketing emails). According to these professionals, the most effective ones for business are social networks and websites. It was found that some tools and techniques are little used or unknown (backlinks, site positioning techniques - SEO and web analytics) and others need more attention, such as updating content on websites and communicating with the customer. The study showed at what point in this transformation process the Portuguese photographers participating in the questionnaire are inserted, and which points deserve more attention, thus bringing a perspective little investigated and analyzed by photography professionals in Portugal.