Modern Marketing Communication

Abstract

In the modern era characterized by digitization and new communication technologies, companies that do
not conduct their promotion activities online become less visible to their customers. This is especially important issue
for marketing communication activities because on-line marketing communications in some extent suppress traditional
marketing communications. New technologies have led companies to switch from mass media and communication to
wider audience to often individual interactive communication, which has advantages for both companies and
customers. By using new digital communication channels, the company conducts modern communication strategies
from planning and implementation to the control of all activities. Also, in this way, the customers themselves play a
greater role in the communication process itself, as well as in establishing and maintaining long-term relationships
with the company. In other words, companies need to take advantage of the Internet and modern communication
channels in order to get closer to customers and get feedback from them that are key to further activities. Modern
Internet tools have enabled companies to gather information about consumers to some extent quickly, easily and
cheaply, which is of great importance for determining a good online strategy. This is particularly important if it comes
to the fact that marketers need to know the target group that is their subject of interest and who they are addressing.
Communication channels used by companies on the Internet reach the audience often providing a direct response of
the target group, and also enable companies to better reach the target group or individual customers to whom they
address by personalized communication. On the other hand, one should not forget that consumers interact with “their”
information, experience, enthusiasm, or disappointment about the product, thus becoming communicators and
recipients of information. When promoting products through modern communication channels, companies have
different formats and content of messages sent to the target group, but it should be kept in mind that the same content
can not be used on all platforms on the Internet because each has its own specificities and a characteristic group of
people who uses it. Therefore, this paper will give a theoretical overview of modern marketing communications, that
is, promotion on the Internet, as well as an overview of the specifics of individual social networks (Facebook,
Instagram, LinkedIn, Twitter, Youtube) when used for promotional purposes. Methodology that is used is the
application of historical and comparative method of research on available literature in the given field.