Abstract
With the growth of connectivity and competitiveness between companies and brands, attracting the attention of consumers has become the biggest marketing asset today. Its correct use and application efficiently, becomes a strategic tool, changing the form of relationship between people and brands. Therefore, this article aims to analyze the importance of the new tools of digital marketing 4.0 for attracting and retaining new customers. For this, information was collected through bibliographic sources between books; scientific articles and digital magazines; and sites with noticed recognition, seeking theoretical foundation on the theme of traditional marketing and digital marketing, and their new tools. At the end of this study, it can be said that the alignment between digital marketing strategies are essential to obtain positive results and achieve the company's exponential growth.
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