Digital marketing tools and technologies are an integral part of all spheres of life in the modern world. In economically developed countries, digital technologies are a tool for influencing both manufacturers of goods and services and consumers. This article discusses the impact of digital marketing tools on production processes, the company's performance and public processes. One of the critical changes that digital marketing has brought is scaling up and strengthening information exchange between consumer and manufacturer and involving manufacturers in solving the most pressing social issues.

As companies lost their reputation amid ethical scandals, socio- ethical marketing as well as social responsibility concept, became vital components and a fundamental difference of successful companies. This shift towards socially responsible marketing is indicative of shifting the focus from production and goods/services to the consumer and his philosophy of life, as well as to social ethics. However, with the changing environment especially in digitization encompassing all spheres of society, companies also have to improve their marketing tools including marketing communications as a key factor in the formation of the socially oriented relationships between manufacturer and consumer.