The new technologies such as internet, smartphones and social networks have had a great impact over consumers life and their way to get in touch with a company. Now they want to feel as the decision maker of their purchase journey . They have their own tastes, wishes, opinions which is important to take under consideration. They keep up with the latest news, they are aware users, they can independently decide what’s the best choice. It seems that attract the consumers attention is getting hard, but companies can play a trump card to get the interest of their customers: the innovative marketing.