Digital transformation of marketing in the area of customer communication in companies operating on the Polish market

The aim of this article is to explore how enterprises apply different forms of digital communication with customers, the perceived benefits of these practices, and the factors that facilitate or hinder the digital transformation of marketing communication. The research methodology combines a critical literature review with a quantitative empirical study (CATI) in the in the B2C market conducted on a nationwide sample of 150 companies of varying sizes, including small, medium, and large enterprises. The results of the study allow us to conclude that most companies do not have a digital technology implementation strategy that is consistent with their business development strategy. The digitization of processes is progressing at different rates in different areas of the company’s operations, most notably in sales and marketing processes. The level of artificial intelligence use in Polish companies is far from sufficient, although they recognize the significant benefits of implementing this technology, particularly in customer service. An important condition for the digital transformation of customer communication processes in companies is to give digital technologies their rightful place in marketing strategies, especially in market communication strategies.

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