The basic question that arises when discussing the relationship between a company and a virtual market of today is not whether the company can afford to appear on the Internet. It should rather ask, whether it be the fact that there does not appear. Online business requires above all skillful selection of the target group and choose those tools which allow to effectively get the message to this group.

The changing marketing environment makes it necessary to take the development of new forms of customer contact. The marketing initiatives are louder, the faster consumers get used to them. This lowers the effectiveness of both marketing and their impact on sales growth. As a result of rising marketing costs, and profits decrease.