Personalizacja w Internecie – innowacyjna strategia na rynku MŚP?
Personalisation on the Internet – an Innovative Strategy in the SME Market?

Summary/Abstract: The reality that surrounds us is now functioning in two dimensions experienced by man: the real dimension and the virtual dimension. For almost 30 years of its existence in Poland, the Internet has become a space of communication on an unprecedented scale. This medium, originally dominated by informal, private communication, has become an official, marketing communication medium. SMEs, aware of market trends and competition, have increasingly used the Web as a place of their business activity and, through virtual reality, as a means to expand their base of potential customers. Small and medium-sized entrepreneurs are following the new trends – a growing number of regular shops have their counterparts online and fanpages on Facebook, run a blog or vlog, use broadly understood Internet advertising and smart recommendations, personalising their services to reach customers genuinely interested in their offer not just random people. The paper attempts to describe innovative (in the Polish market) activities related to personalisation of marketing communications carried out on the Internet by selected SMEs. The authors will examine the behaviour of two different companies in the SME sector and will seek to identify the most common ways and forms of personalising products/services with the use of the Internet and to assess their effectiveness from the perspective of the customer (the recipient of personalised communication).

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