There has bee a clear evolution in the marketing environment due to the creation of the Web 2.0 that transformed marketing 360º Ito marketing 6º. Marketing 360º is a marketing strategy that combines different actions belonging to different marketing sectors to reach a specific target to improve the position of the company, increase its visibility and convey their message by all possible means. However, the emergence of web 2.0 has forced brands to transform their communication model and nowadays all content must be personalized because its success lies not in quantity, but in quality. Society has changed its consumption habits and marketing has to accommodate to those changes, in the Internet there has been an evolution from outbound techniques that interrupted the users while they were surfing on the web, to inbound techniques that are focused on catching the user’s attention and attract them into the site. This revolutionary change is also caused by the incrementation of personalized content, consumers have reduced their attention spam becoming more impatient and they want content that fits them so they do not have to search for a long time. This personalization is the main characteristic of Marketing 6º, also known as the Theory of the 6º. This theory creates the idea of interconnection, the idea that if people are connected between them they would find a specific group with similar preferences that would search for similar webs.
