Communication Through Innovative Technologies to Increase Awareness of the Company’s Brand

A business that wants to succeed in today’s rapidly changing market must realize the importance of its customers and adapt its business activities to them. The customer must feel that he is an important part of the company and that his requirements, opinions and attitudes matter. Only in this way can the company gain its consumers’ favour, trust and loyalty. Innovative technologies represent the future within the company’s marketing strategy, in which entrepreneurs focus not only on the needs of the company but also on the demands of the consumer and try to interact with their customers. Through information technology, which the company implements in its company, it can get closer to its customers and thereby satisfy their subjective and objective needs. The main goal of the submitted paper is to research the possibility of developing a business entity through innovative technologies, to examine and define the relationships between the past and current state of the business and the slow development of a new marketing strategy related to the implementation of information technologies in the business environment. Deciding to introduce modern information technologies into the company’s strategy means improving communication with customers, adapting business activities and final services provided to consumer requirements and specifications.