Communication is one of the most natural processes that accompanies us every day and is constantly evolving. At present, the changes that occur in this process are associated with technological development. A large part of the communication process in the XXI century is happening in the Internet, and the newer Internet tools necessitate a change in communication both between individual users as well as in the B2C com-munication. Internet communications can now be complemented by the use of so-called real-time marketing which brings the company closer to traditional synchronous communication. Article focuses on explaining the essence of RTM, indicating the benefits from the use of this concept in practice and gives examples of implementation of the RTM in Poland and abroad.