Innovation and digital marketing as crisis management tools

The following research will analyse how marketing and innovation have migrated towards digital platforms, the strategies, approaches that have been adopted and how all these new tools that go hand in hand with the development of the technology era influence the increase in sales of the different companies that bet on these new media. It will also focus on making a contrast between the fundamentals of digital marketing and a real case study specifically with the company DOMINO'S PIZZA, since, it is the leader in this niche in the Colombian market and has been one of the pioneers in the global market of the fast food sector that implemented advertising, promotions, coupons and discounts through social networks and online media, which provides an advantage in a world that everything moves through the internet, especially in times where crises can come suddenly, demanding flexibility and adaptation to organizations.