Modern marketing is more than developing a good product, pricing it effectively and making it accessible for consumers. In order to make effectively influence on the target market, mass advertising is switching to interactive. Interactive marketing communication has changed the role from passive consumer to active participants in the communication process. The future of marketing are customized offers to the wishes of consumers and individual advertising messages. The goal of interactive marketing communications is to receive a response in the form of inquiries about the product or purchasing product or service. Traditional forms are personal selling, direct marketing, and sales via telephones or fairs. The development of the Internet and Internet marketing, consumers have a greater amount of information available and the ease of communication with businesses and other consumers. Marketing in the online environment has evolved into a new form of marketing communications such as mobile communications, an interactive television, interactive radio and interactive print media. Companies with interactive marketing have greater access to information about customers and their needs, which are used in order to offer a product or service that answers their needs.