FOLIA 350 Annales Universitats Paedagogicae Cracoviensis Studia de Cultura 14(2) 2022 ISSN 2083-7275 DOI 10.24917/20837275.14.2.2 Łukasz P. Wojciechowski, Katarína Fichnová University of Ss. Cyril and Methodius in Trnava ORCID 0000-0002-8608-6225 Katarína Fichnová Constantine the Philosopher University in Nitra ORCID 0000-0002-2024-071X New technologies and ambient marketing communication New digital technologies in marketing communication Markets of products and services are entering the phase of sateness. In our time, the over-abundance of products, services and ideas on the market causes a rising difficulty of catching the attention of a customer for many marketers. Traditional advertisement does not guarantee success of propagational campaigns, since the over-saturation of the advertisement and marketing space is the cause why many marketing messages are ignored almost completely (Scheibe, 2013). These changes require a new adaption in the form of new communication activities that would in- crease effectivity of presentation of new products and ideas. Besides bringing descriptions of the new, unconventional forms and technolo- gies of marketing communications, the aim of this article is to offer a specification of their characteristics and to investigate the function of creativity in the ambient mar- keting communication (with a concretization of the connection between creativity and ambient and marketing communication), while we identify the specifics and their subjective perception by recipients of marketing communication. When ordering marketing communication from marketing and communication agencies, managers expect actions, by which their marketing campaigns would be distinctive, memorable and effective. It is expected of these campaigns to be free of the limitations classical forms of advertisement have, so these campaigns would attract attention of customers, thus increasing the power of the message, making it more memorable. This leads to searching for more innovative, extravagant market- ing tools in communication. This dynamic and diffuse digital communication further drives evolution of trends in technologies, communication and develops the very character of the messages, ideas and products. It is necessary to motivate communication designers to look for new, creative and effective solutions, without which designing new mass media communication tools would not be possible to create. The specific tools of the new digital communi- cation, for example the tools of visual communication via virtual and augmented re- alities, are very good examples of these trends. Campaigns utilizing such new tools