Sažetak Marketing communication is one of the basic elements of a marketing mix. Until the 1980s companies treated each of the marketing mix elements separately, and the biggest investments were channeled into traditional advertisint. The reasons for this were found within companies themselves, on the one hand; on the other, marketing agencies helped create this situation since they made the biggest money through commissions, by advertising in tratidional media (TV, radio, newspapers).
It was only in the 1990s that marketing communication elements of a company started to be integrated into a coherent communication strategy. However the strategy still did not develop interaction with consumers but only offered a one-way communication towards them. In that period companies started to realise there was a need for establishing an interactive communication and longterm personalised relations with consumers. Intensive development of interactive technologies has created an opportunity for a simple two-way communication with consumers. It also offered easier research of their behaviour, with the purpose of personalising this communication.
Interactive marketing communication has thus become a development trend of marketing communication where each consumer is an individual with whom the company can establish a personal relationship. In such communication there is no „sender“ or „receiver“, but two „communicators“ exist who voluntarily establish the communication for the mutual benefit.
The paper analyses and integrates relevant findings on interactive marketing communications, its characteristics, foundations and future challenges.