Digital marketing is a much broader term than e-marketing because it encompasses many different forms of reach to potential target groups. New digital platforms and new marketing web services are emerging virtually on a daily basis. Existing social networks transparently and regularly introduce new features and capabilities, all at a time when the focus is on the mobile segment of digital marketing. Digital marketing encompasses the presence on all digital communication channels from mobile phones, the Internet to all other forms of digital media. In this paper, the focus is on the digital marketing of Coca-Cola as one of the leading companies in the world. The aim of this paper is to provide insight and present the current knowledge of marketing experts about all the specifics of digital marketing and its connection with social networks and other ways of advertising. Some of the basic digital marketing strategies are: content optimization for web search engines, content marketing, email marketing, SMS marketing, social media marketing and search engine advertising. For digital marketing to be successful, it is necessary to be focused on the target audience and their wants and needs. This professional final paper presents the key insights of theoretical origin in the field of digital marketing, explains and defines the term and presents its specifics. The paper describes the digital marketing of the Coca-Cola company and trends, all with the purpose of better understanding the changes in the modern age and changes in the current marketing scene.