The development of new technologies and the internet revolution have led to the development of interactive marketing which manifests itself as two-way communication with a customized offering understanding the consumer as a partner. Today, consumers have a bigger role in the marketing process. They have become more active and know what they want, communicate with each other and exchange reviews and benefits of certain products or services. Businesses have begun to invest more in online forms of marketing that are interactive and that require action from consumers. Due to the popularity of the Internet, mobile phones and social networks, consumers have become available at any time without time and space restrictions. They want to be involved in the process of creating products and services, so companies develop products or services for previously known consumers through communication and partnership with consumers, which ultimately results in significant savings.