Functionalities of the Virtual Advisor Application in the Process of Marketing Communication Between Contemporary Enterprises and Their Market

For numerous enterprises, processes of communication with the market are important elements of their marketing activities. Expansion of new technologies and possibilities to use different forms of communication with the market understood as a source of competitive advantage encourages enterprises to look for more up-to-date and original solutions to be used while contacting the environment. The article presents functionalities of the virtual advisor (VA) as a new form of communication with the environment. Simultaneously, it is highlighted that dynamic development of new technologies and adaptation of new technology based solutions aimed at marketing communication provide modern enterprises with a lot of new challenges. The very marketing communication is at the same time acquiring features of higher activeness and creativity.