Abstract
This chapter aims to understand how Esports organizations can improve digital marketing strategies, considering the unique characteristics of this sector and the importance of maintaining solid relationships with the target audience. The research was carried out using a mixed methodology, which included the application of quantitative research to evaluate the behaviors of Esports fans and a qualitative literature review to explore the trends and challenges of digital marketing in this context. The results show that the esports audience consists predominantly of young males, with a strong interest in video games, technology and pop culture. The personalization of digital strategies, focusing on platforms such as YouTube and Twitch, as well as the use of promotions and sweepstakes, proved essential for audience engagement. Although the use of influencers has a neutral perception, campaigns that offer direct benefits, such as promotions, are more attractive.

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This article delves into the intersections of place branding, digital strategic communication, citizenship, and tourism. It explores the dynamic relationship between these concepts, particularly within the context of Brazilian city governments. With an emphasis on reflexivity, the study investigates how governments manage their public image and engage citizens through digital channels. Simultaneously, it examines how these governments strategically position their cities as attractive tourist destinations. By analyzing these tensions and synergies, the article provides insights into the complex landscape of communication strategies employed by Brazilian city governments, which aim to balance citizen engagement and tourism promotion.

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The online channel, particularly in the food retail area, has been evolving positively and exponentially in the world, including Portugal. Currently, this type of purchase is increasingly part of people's daily lives, even more so with the emergence of the Covid-19 pandemic. Consequently, in Portugal, most companies adopt a multichannel strategy, where the physical store and the online store operate independently from each other. However, it is necessary to rethink this channel integration model, which may go through an omnichannel strategy, where the physical store and the online store operate as a single store, and where several advantages are already recognized in terms of the consumer's shopping experience. The main objective of this study is to understand the strategy implemented by the company studied, Pingo Doce, through an analysis and description of its channels. To better understand the strategy of the company under study, a semi-structured exploratory interview was carried out with one of the people in charge of Pingo Doce's digital channels, to understand the strategy used by the company and thus complement the data obtained through direct observation and bibliographic research. At the end of the work developed it was possible to understand the positioning of Pingo Doce in the online food retail area and their online and offline distribution strategies.