Polemic Paper from the year 2019 in the subject Business economics - Offline Marketing and Online Marketing, , language: English, abstract: Within its historical journey, communication has now reached a very interesting stage where the target audience will not stay conventional anymore. Recently the new era of digitalization has reshaped this field, but now we will face a much more radical change in this discipline, which will completely redefine all of marketing science.

Although communication that focused on rhetorical and philosophical discussion blossomed in Ancient Greece, it has been the main determinant of the social and personal relationships fall where it is today, with the touch and support of technology in the historical process. In the 20th century, digitization, followed by the arrival of PCs, the Internet, and smartphones, changed our lifestyles radically. As the other component entities of the ecosystem, marketing and communication were not exceptions and have also been affected by all these radical changes. The transition from analogue to digital communications, from conventional marketing activities to online ones, was not easy. After almost two decades, the system seems to be established with new concepts like influencers, search engine optimization, and social media marketing. But now there is a new information and communication revolution approaching. It seems obvious that it will once again change the whole ecosystem of lifestyles with all its components. The adaptation to the first wave has not been achieved, yet a second one approaches. What will be the effect then? This work tries to cover a chronology about communication and marketing and then forecast the next steps in order to answer this question.