Nowadays, we observe that everything is turning around digital marketing. Companies, products, services, education, they all use different strategies to persuade people and be able to close the gap between a product and its customers. Anyone who is not getting around digital marketing, will stay out of the trends, and hence of the world we are living in today, thus becoming obsolete for the 4.0 society we are transforming into, because it is in this type of society that our emotions are a decisive factor for facing the tremendous amount of publicity we encounter everywhere. Emotions, experiences, non-assertive communication, and some other external factors come all together as important when the consumer has to make a judgement on the value of a product, taking on account that each and every consumer behaves in a unique, different way.

By understanding all of those components, it was easy to stablish guidelines in order to analyse the consumer in a better way by looking at it individually, and how does he intervene in the digital aspects of the world.