The article analyzes the essence of such a category as information technology and its use in the marketing activities of the enterprise. The factors both external and internal that have a great influence on this category were identified. The continuous regeneration of information technology has given rise to information systems. Communication, buying and selling, obtaining information, marketing and advertising, management, healthcare, logistics, banking are taking on new formats thanks to information technology. This study examined the impact of IT on marketing. IT has influenced marketing as marketing information systems that support all marketing operations of the business, and diversification of the marketing process. We aimed to analyze these two main effects in our study. Organizations that wanted to survive invested in information technology and thus made their work styles compatible with information technology. The exchanges were not limited to this and they directed organizations to invest in upgrading, updating and restoring hardware and software. The investments of the organizations have made the organizational structure flatter, increased the number of employees and bureaucratic work, and reduced the costs of communication, document generation and storage. It is also used from the lowest level of management to the highest level and supports all levels of management in decision making. It has provided flexibility to organisations that prefer central or local management and has impacted on organisational control, communication, authority arrangements and decision-making. Information technology, used at all levels of management, is today a strategic tool for the business world. Information technologies contribute to the foundation of the organization and perform functions such as marketing, logistics, sales, service delivery, procurement, human resource management, management. They also strengthen the value chain between organizations, customers and suppliers. All levels of management are carried out with the help of information technology. With this new information phase, organizations must change their marketing actions.