Abstract:

The article aims to present the possibilities and scope of the use of online tools in the communication of transport companies with employees working as drivers. Such activities fit into the concept of marketing 4.0, according to which in the era of digital marketing shaped by the IT revolution, the level of consumer involvement (human-centric marketing) has significantly changed, so it can be assumed that it will affect internal marketing, the element of which will be efficient, engaging and building of relations between the company's communication system and its employees. The theoretical basis is a literature study of the described issue. The empirical part presents the results of own research.