Conditions prevailing in the market are uncertainty, dynamism and turbulence. Challenges and frequent changes are present, and consumer behavior changes accordingly. Traditional components of the marketing mix in such conditions are not as effective as they used to be. Although they are not insignificant, they have lost their value as competitive "weapons". Marketing communication provides a sustainable competitive advantage to any organization that exploits its potential. In the digital world, it signifies a completely new dimension of communication and it becomes unimaginable to do business without such a dimension. The subject of research is the influence of the communication process on consumers. The goals of the research are to investigate the communication process, analyze the role of technology in modern communication and the psychology of consumer behavior. In addition, the goal is to present the results of the research on the example from practice, the craft business „Top Store Capricorn“.