RELATIONSHIP MARKETING IN THE DIGITAL AGE: A STUDY ON FACEBOOK

The digital marketing has provided opportunity for improvement in the relationship between businesses and consumers. This article reports how relationship marketing and digital marketing are used by to improve the competitive advantage of companies. For it was carried out exploratory bibliographic research in books and articles and secondary research to observe the receptivity of customers to digital contents inserts in the Sao Paulo State company. The results indicate that this kind promotional strategy is not necessarily made by traditional criteria of sales volume rise, but company image display metrics before the internet, the "tanned" calls and "shares" and that this type of analysis should be the result expected by the manager that invests in communication with the market via social networks because the inserts on the Facebook social media are a current option to develop relationship marketing with customers as the use of social media is increasing mainly through the use of smart phones, which give access to them.