Marketing has changed over the years. In the beginning, it was all about getting the customer interested in the product and encouraging them to buy it. The relationship between the company and the recipient was one-sided - the brand sent a message to the consumer, and the latter responded to it by buying the advertised product or not. The development of the Internet has forced some changes in the approach to promoting products and services. Internet marketing is mainly focused on valuable content, educating the customer, and building a mutual relationship - it is no longer just about advertising, but also about the customer's response.