DIGITISATION, TRENDS AND FUTURE OF MARKETING

One of the ways to succeed in the competitive environment is more effective communication with target customers. The rapid development of technologies offers ever greater opportunities to explore behavior, perception and emotional engagement of customers. The development of communication technologies coupled with the use of direct advertising targeting offers the possibility of adapting marketing communication to both the target segment and the media that communicates to consumers. The paper describes selected marketing trends and marketing methods in a digital age and a future