The digitization and new technologies affected all areas of society, including marketing. Digital media have already replaced the traditional, classical communication channels in very big part, and the trend of their development is continuously increasing. The companies recognize that the most effective marketing communication is integration of conventional and digital media, and in that way is created integrated marketing campaign which has resulted in high performance in achieving the objectives. New marketing tools comes with the appearance of new technologies, based on online platforms, so they are available to consumers at any time and at any place, whenever they want. The biggest advantage of the new digital media is in the quality market segmentation, that allows good and narrow segmentation of communication messages so the customers get only information in which they are interested, so the company save time and money. In addition, the products and service quality is better and more adapted to customers, thanks to feedback from customers and two-way communication and interaction between customer and the company or brand. Interactivity is the aspect which is important for today’s consumers. They want to be involved in business brand and in that way they feel connection with the brand, and that build satisfied and loyal customer. New technologies such as augmented reality have brought revolutionary changes in way that companies communicate with consumers. Technology of augmented reality allows consumers to see bigger images and they explore new insight and opportunities. By placing virtual generated ideas in real world, consumers get bigger value of communication which is very important in today marketing and consumer worlds, filed with different information which burdens the user. By applying new technology and digital communication channels, the companies can quicker and more efficiently achieve their goals, and make competitive advantage. In order to company survive and successfully operated, the adjustment to new trends in business and consumer behavior is necessary.