Communication Needs in Cyberspace of Industrial Companies' Consumers

Communication needs of consumers change in the context of transformations and companies not only have to find out changing needs of consumers but also find proper communication measures that are necessary to satisfy such needs in order to create as bigger value as possible during a process of communication with consumers. The web opportunities not only provide new tools but also generate challenges related to the satisfaction of consumer needs. When communication needs of consumers change in the context of transformation, then consumer becomes more demanding in cyberspace. Therefore, organizations must not only continually analyse consumer needs, changes of behaviour, but also select effective measures of communication. In order to deal with the issues of such nature the research focuses on the purpose to identify ever-changing needs of different consumer types in the cyberspace and to provide industrial organizations with recommendations how communication measures could help meet these needs more effectively.