This final work of graduation in business management has the purpose of identify how companies can use mobile applications to implement effective digital marketing strategies. To reach that objective, it was made a practical and theoretical framework of the technological evolution, especially focusing on internet and mobile, to analyze how these evolutionary aspects have been changing consumer behavior and usage patterns. Then, it was made a bibliographic research, to investigate some concepts that has been adopted by companies as an alternative of adaptation to the presented scenario, so we can understand how these new sorts of interaction with consumers can be applied on mobile devices, through its applications.