CONTENT PRODUCTION IN DIGITAL MARKETING. INFLUENCE IN RELATIONSHIP WITH CLIENTES

Abstract

The study addresses the production of content in digital marketing and its influence on the relationship with customers. This is a descriptive qualitative research. Marketing has evolved considerably in recent years, becoming more present in companies and in people's lives and this evolution has brought significant transformations, benefits and advantages. Marketing strategies seek to leverage the organization's strengths and take advantage of existing market opportunities. Digital marketing aggregates several different tools that are used for data analysis and dissemination, being interconnected with current technology and innovations, helping to disseminate products and information in a practical and agile way. Content marketing aims to generate a type of relevant information on the internet that is important and useful to the point of attracting the attention of the online consumer and conquering it, aiming to build and maintain a relationship of trust with a certain audience. Globalization, technological evolution, marketing and intense market changes are transforming the consumer and the era of creative society.