With the exponential increase of competitors in the market, bringing tools that make the product or service attractive are responsible for maintaining the leadership, because it is known that the consumer knows what he wants, and it is not necessary to convince him. A while ago, marketing was only seen as a mere sales and advertising tool, but today, this tool is a strong ally in the definitions of customers desires and needs, making this a profitable way to which most companies are turned today. Since marketing entered the market and started to be used, retailers are looking for a differential to highlight their product in the market, so marketing includes techniques that help them to spread their brand. In this way, the present work aims to evaluate marketing strategies, the issue of communication, demonstrate the reality of companies, as well as the application of digital marketing for times of pandemic, verifying how this can be beneficial for the company. The work will be used as a methodology bibliographic review, in articles, books and magazines, on the subject, with renowned authors on the research topic, making this way a historical and current conceptualization of the subject.