Abstract
Research background: Thanks to globalization, a number of new possibilities and available technological solutions have emerged, thus modernizing marketing communication activities and bringing a broad spectrum of business opportunities to the single European market which enterprises may use to their benefits. Changes are much more frequent than ever before. Therefore, it is important to search for innovative solutions which contribute to more effective fulfillment of goals, generate positive changes or increase value for customers and as a matter of fact, enhance innovative performance and business competitiveness.
 Purpose of the article: The paper deals with the presentation of eco-innovations in the business environment using creative tools of online marketing communication. Eco-innovations are a phenomenon which is present across all business activities and processes including marketing communication. The authors study such marketing activities of businesses which are part of corporate social responsibility, generate business growth and finally help to improve the global environment. The authors also present the partial results of their own quantitative marketing research in order to describe the application of SoLoMo marketing tools in the presentation of eco-innovations in the Slovak business environment.
 Methods: The authors prepared a standardized questionnaire on a sample of 300 Slovak businesses. To test the dependence or independence of the variables, a Chi-squared test and Fisher´s exact test were used.
 Findings & Value added: Despite the generally growing trend of the use of mod-ern online marketing tools, the research showed that Slovak businesses do not inform sufficiently about their eco-innovation activities, do not address all prospective target groups and do not make enough effort to enhance environmental awareness of the wider public. The results of the research will serve as basic information for the following specific studies, the main aim of which is to spread awareness among consumers and to eventually provide them with practical recommendations. In addition, the given theoretical part of the paper represents a valuable summary of information about the modern SoLoMo marketing concept while providing a detailed overview of other relevant research studies in the given field. Therefore, the paper portrays an overview of opportunities for the implementation of digital tools of marketing communication in small, medium-sized and large enterprises.
Highlights
At this point, specific forms of non-traditional tools of marketing communication will play the key role, as they may help to face consumers’ growing immunity to commercials and marketing communication and, what is more, to enhance environmental awareness in the presentation of ecoinnovations in the global environment
The businesses we questioned mainly stated “active” (55.3%), which reflects positive changes in the overall social climate and the pro-active approach of both businesses and public towards environmental protection, standards of corporate social responsibility as well as their positive attitude to environmentally friendly and sustainable products. These questions only confirmed the worldwide trend of corporate ecological approach in Slovak businesses, enhancing the need for the promotion of eco-innovations through modern marketing communication so that large target groups of consumers and public could be properly targeted
The main aim of our research was to determine the extent of application of SoLoMo marketing tools in the Slovak business environment when presenting eco-products and eco-innovations
Summary
Specific forms of non-traditional tools of marketing communication will play the key role, as they may help to face consumers’ growing immunity to commercials and marketing communication and, what is more, to enhance environmental awareness in the presentation of ecoinnovations in the global environment. The modern age has brought lots of opportunities for the marketing message to be better communicated and, what is more, digital tools are becoming the centre of attention These include, for instance, the SoLoMo marketing concept interlinking social media, geolocation services and mobile devices. Social media have become the most popular type of digital media and up to 42% of the world population access them through their mobile devices that can be tracked (We are social, 2019). This growing trend has become noticeable in the Slovak business environment
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