MARKETING COMMUNICATION TOOLS AND CHANNELS FOR THE FUTURE INDUSTRY

One of the most noticeable trends in the industry 4.0 is the digitization of relationships between key market players (in B2B and B2C). The direction of changes is determined by e-commerce and the ever-growing expectations of a growing group of so-called digital customers that companies must meet, not to create a competitive advantage, but to survive on the market. The furniture industry is one of the key and dynamically developing sectors, which actively uses digital and mobile channels, which have become an integral part of the purchasing process. Manufacturers and distributors of home furnishings mostly see the benefits of using marketing communication tools and channels using internet technology. The article analyses both the tools and marketing communication channels used by the furniture industry and the formulas of brand images created by Polish furniture companies on the Internet. The analysis showed both advantages and sources of inspiration for furniture companies using social media.