Some companies have taken advantage of the state of alarm to implement changes, and a few have even benefited from the situation. Some sectors that have grown exponentially include online content streaming platforms, e-commerce, and video calling (with Microsoft Teams establishing itself as a benchmark in the sector).. On the other hand, one of the most important challenges in the face of this impact on economic activity has been to discover the behavior of the target audience in this situation. In this case, digital marketing, website analytics, and social media management have become fundamental pillars for extracting valuable external information.