Abstract
The article discusses the change process of feedback received from customers, modern companies originating in the digital environment. It was analyzed the hierarchy of possible options of consumer reaction to information received from the company.
 The author identifies the reasons for the low level of consumer response
 to received marketing information. A typology of consumer response to the communicative impact the company was offered.
 The type of negative consumer reactions, as well as the reasons for
 which the consumer generally does not communicate its opinion
 to the company was analyzed. The tools by which feedback can be
 arranged on the Internet, especially the interaction with consumers
 was described. The main characteristics that distinguish communication
 support of the company were identified. The issue of
 evaluation and performance review feedback due to the integrated
 use of marketing communication tools was designated
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