## 7 Conclusions  
The results of this study have important practical implications for Managers of Digital Communication Agencies and people responsible for online content and e-commerce stores, as well as for Academics and Researchers. The results of this research conclude that the future of Leads generating actions in the mobile ecosystem will be influenced by voice searches from mobile devices and the influence of Artificial Intelligence (AI), although the panel of experts indicate that this will happen in the long-term. The same situation as for Recruitment actions is expected for Loyalty actions (conversion of recurring customers). In his case however, innovation is introduced using the Internet of Things (IoT). Experts point out that (IoT) will be less intrusive than certain current advertising actions and that, therefore, it will be consolidated in the future as one of the strategies for user loyalty. In comparing with other authors from Europe and USA we have evidenced that (AI) and (IoT) is being incorporated in digital marketing actions and probably will be very important in the near future [56; 57]. Within the broad ecosystem of possibilities offered by Digital Marketing on the Internet, this research demonstrates and clarifies the specific actions that must be carried out to attract and retain Leads after studying the consumer's on-line purchase process. The research hypotheses were formulated and then tested by using of the prospective research technique known as the \"Delphi method\". The Delphi method is a prospective methodology for finding consensus on any type of short-term future question. This methodology found that the future of Lead recruitment and Loyalty of users for B2C-type businesses must be mobile friendly because of the increase in the use of this technology and the purchasing power of the users. The most influential technologies for Leads recruitment of B2C-type businesses will be Voice Searches and Artificial Intelligence. These must also be Mobile Friendly. From the results of the study it can be seen that customer loyalty actions (conversion of clients into recurring/loyal customers) improve the results of long-term online recruitment campaigns for B2C businesses. SEO and SEM search engine marketing campaigns should be carried out to attract customers and clients for B2C companies. It can also be seen that customer loyalty actions (conversion of clients into recurring/loyal customers) for B2C-type businesses should be grouped into two types, (i) After-sales service and (ii) Email Marketing.B2C type businesses should use After-Sales Service with Freemium-type actions or Testing of products because they are highly effective with a high success rate. Therefore, it is important to analyze how each user's results contribute to the global results in order to determine which measurement has no direct relationship with the achievement of conversions. Email marketing actions for B2C businesses should use (i) Discounts and (ii) Personalized Offers for the customer. These actions are highly attractive for customers and can provide the company with a lot of useful data and Leads. The results of this study show that the information for a Database which will be used for Leads recruitment for B2C-type businesses should be obtained with campaigns on Twitter and Email Marketing campaigns. B2C businesses in the future will use artificial intelligence and Internet of Things (IoT) technology as the most effective Customer loyalty actions. It is very important for companies to have a diversified marketing strategy which includes different digital marketing actions. Companies that sell general products or services should not only focus on one type of audience. They must consider several targets and adapt their message for each of them. This sector is evolving at considerable pace and it is very important to constantly update the strategy. There are three main limitations to this research:  
1. Limitations due to the rapid growth and development of the digital ecosystem and also due to the research sample. 2.