Online marketing communications are becoming more popular and their role is increasing in the structure of marketing. The article reveals information about various aspects of Internet marketing, Internet communications. As the development of social networks becomes more qualitative data attributes of social networks. Attributes are available for companies to customize advertising. The article discusses the functions of marketing communications and focuses on the application of the classical foundations of marketing communications in online marketing. Differences in online communications are more accurate study of the target audience based on the data attributes of social networks.