The article discusses the possibility of using interactive technologies in marketing. The author believes that interactive technologies should not perform only image functions and should be limited to a simple advertising message. Interactive technologies allow companies to influence customer purchasing decisions, often directly at the point of sale, which leads to changes in the level of sales and management efficiency of this process. The consumer makes purchases in the traditional market, but the purchase information was obtained on the website, the social network profile allowed him to print a coupon entitling to purchases at a discount, and a positive brand image was formed under the influence of visiting the company's headquarters in the three-dimensional virtual world. Therefore, the author concludes that the modern consumer becomes a “hybrid” consumer, that is, a consumer who makes purchasing decisions in both markets - in the traditional market and in the virtual space. Modern customer interaction lies in the complexity of the actions taken by companies and the selection of such tools that, complementing each other, will provide their recipients with interesting and interactive content.
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