The stage of development of Technology today is very high and without technology, humans cannot imagine their lives anymore. The development of technology that consists and conducts multimedia elements reaches out a whole new perspective. The technology of communication and information is becoming very available and affordable. Over 50% of human population are using the internet. The earlier statement means that the digital era is coming. Today you cannot own a business without your online presence. Everything that you do in the offline world must be transformed into the online world. Otherwise, you are not competitive and you lose your place in business. How to be competitive these days and how to communicate with customers and how can we track and analyze our consumers? For these questions, there is no right or wrong answer. The key answer is to behave innovative and not be afraid of changes. When the change comes you must embrace it and learn how to adjust. The only constant thing about these changes is to be able to learn and carry out a new strategies into your own business. Every day the market becomes bigger and bigger, large companies launch every day millions and millions of products. The main goal of manufacturers is how to leave an impact on the consumer and how to transform potential consumer into the real and loyal consumer. How to manage that the product on the shelf becomes a product in the buyers shopping cart? Marketing experts have to ensure that product finds his way into the store and at the end into the buyers shopping carts. How to communicate with consumer and which communication channels to use on that occasion? A longtime advertising had been done through traditional media and as such it was creative but it was one-way communication. With the development of media and information communication technologies, we have gradually entered into the era of mutual communication. Today consumers are those who create content, they communicate with others, with companies, manufacturers and because of that marketers are trying to give them what they want and need.