Abstract:

This article discusses current online marketing tools that directly affect a company's reputation and affect the company's competitiveness in the online environment. The possibilities of the utilization of specific marketing tools have been identified and clearly described according to the detailed content analysis. The main areas described in this article are the following: a) Social networks, b) Blogs, c) Email marketing, d) Online chat and e) Online WOM (word of mouth). Furthermore, it has already been proved that selected areas significantly influence customer behavior in the online environment, namely: information retrieval, opinions, awareness, and decision-making. Among other things, the online environment has become particularly significant in 2020 because of the global pandemic. On the whole selected marketing tools are becoming more and more crucial and effective in relation to the company´s success and competitiveness on the online market and last but not least to the relationship to the customers.