Digital marketing is a relatively young branch of the economy. Despite the fact that advertising has existed since the dawn of man, the rapid development of technology has had a great impact on the creation of new marketing strategies. Thanks to the new possibilities that technology offers us, marketing is becoming more and more focused on providing a unique experience to its consumers and customers. With that in mind, it can be concluded that digital marketing is very different from traditional marketing. In the age of digital marketing, the emphasis is on creating a lasting emotional connection between the customer and the brand. In order to achieve this emotional connection, techniques such as promoting the brand through influencers with whom its audience has developed a certain emotional connection are used. In addition, it is possible to create a unique shopping experience through specially adapted products for his needs or through various benefits that you can get if you become a permanent user. Special experiences and emotional connection can play a significant role in times of crisis when people are most emotionally and mentally vulnerable. It is precisely by creating a longterm relationship with the consumer through digital marketing that the economic crisis in which the brand finds itself can be overcome. Although until recently, many would not agree with the fact that marketing is crucial in times of crisis, in modern times we are witnessing exactly how crucial it can be for the survival and profit of a brand in a crisis.