Marketing is a social process that directs the product course from the producer to the consumer, so that it effectively meets the offer and demand and meets the goals of society. Marketing has been present for many years, and without it, it is difficult for a company to gain great success, locally or globally. Trends, desires, habits and consumer needs are constantly changing and marketing strategies are changing along with them. Before it was an advertisement in newspapers, radio, etc., while marketing today uses many other tools, such as public relations, the Internet, video messages, advertisements, increasing technology development, social networking, various applications, and so on. It is known that the concept of marketing did not occur at one time or remained unchanged. It is constantly changing depending on the development of the environmental factors in the marketing system. The development of new technologies influences changes in people's behavior, as well as the creation of "digital marketing". In terms of marketing, the biggest change occurs when choosing a particular product or service that the consumer wants to use. Also, marketing professionals themselves are trying to achieve deeper and more personalized relationships with existing and potential consumers. Such behavior was a motive for companies to go deeper into the analysis and to approach the consumer as much as possible.