Global digitization has incited drastic changes in business operations, changing business processes, relationship with business partners and customers, ways and means of communication with the business environment, and the level of consumer involvement. Ability for continuous changes imposed by digitization and changes in technologies can affect the survival of companies, so companies that are not ready to constantly apply new technologies and follow trends on the market can expect a worse result than their competition, decreased sales, and consequently income, and in the end they may be forced to close their businesses. Marketing experts must be informed about all new technologies and trends in order to know how to advertise product or service they offer and what kind of campaign on which digital media will attract the attention of their target group of consumers. The amount of data and information that companies collect and analyse in modern business environment requires the use of various tools and techniques in order for companies to carry out marketing activities adapted to the market segment they are targeting with as few resources as possible. This paper presents various forms of digital media and their purpose, activities carried out through them and their significance for marketing activities. In order to provide consumers with the products they want, personalized and advertised on a digital medium that is relevant to them, companies will inevitably spend certain financial resources to carry out marketing activities. By choosing the right digital media and being informed about it, companies can adjust the costs of campaigns and marketing activities so that they are aimed at the target audience, but also aligned with the expected income that these activities will generate. It can be expected that the future of marketing will be focused on following the latest trends brought about by further digitization and technological progress. It can be predicted that artificial intelligence, virtual reality and neuromarketing will be increasingly used in the future for all marketing activities, from market research to communication with customers.