The Digital Marketing in the Consumer Relations Connection

This study aims to identify the responses of digital marketing in the relationship with demanding consumers. As a method of approach, it is a study of a qualitative and quantitative nature, with a descriptive typology. Data were collected through an interview script applied to the manager of a women's clothing store located in Fortaleza, Ceara and a questionnaire addressed to a sample of 182 customers. The results showed that the company is concerned with the changes in the way of consuming in the digital age and faces the moment of crisis providing better experiences, better defining its purpose and working on collaboration between company and consumer. The results highlight the importance of digital marketing in the company's objective of strengthening relationships with customers.