Interaction with customers using website tools: analysis of Lithuanian manufacturing sector

Abstract

The development of information and communications technologies (ICT) and new marketing channels have led to the changes in marketing and the emergence of new scientific problems. The specific aspects of nowadays virtual space reveal the growing importance of the communication and the relationship with the customer. The rapid development and dynamic changes in the markets forces companies to search for the most efficient tools and innovative ways of communication with users on the Internet which would allow an increase in interaction. This is important for every business, however, the current paper will deal with specifics of the manufacturing sector. The aim of the article is to analyze and identify specifics of implemented web tools for interactive communication with customers in the Lithuanian manufacturing sector. The following methods were employed: the comparative analysis of the scientific literature, observation, and data analysis.