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. New opportunities for rapid scattering, targeting and placement of advertising communications and the use of media, on the other hand, meet the overwhelming and unattractive attitudes of consumers. People go through the day in different environments where there is no segmentation of communication, exhibiting nationwide, world-wide media where communication is targeted at the broadest masses. In this way, general communication makes people less interested or even worse, resisting any form of communication. As advertising grows overwhelmed by consumer awareness, the potential for targeting and the right placement of advertising communications is losing efficiency. Investing money in communication campaigns is a bet rather than reasonably spent money. It is necessary to realize how the traditional concept of marketing communication changes.