The development of technologies and the entry into the modern digital age have created new ways to approach the customer and understand his needs. Digital marketing enables a direct impact on the customer using various tools, one of which is the buyer persona. Creating a buyer persona enables insight into the consumer's habits, motives, desires, and needs. As such, it represents the profile of the ideal customer of a particular company, not the way the company wants it, but the way it was created based on research. A quality approach when creating a buyer persona profile provides the company with information that can be used to implement its product or service to meet the wishes and needs of the target buyer profile. Sharing the content and information of a particular company does not always have to be intended for a wider audience, and its effectiveness increases if the opportunity for timely implementation is used in the most accessible way, precisely for whom it is intended. The presence of modern technologies and their general acceptance results in rapid changes within society. To keep up with the times, it is necessary to continuously monitor the user's experience and the environment to recognize upcoming changes and their impact. The process of creating a buyer persona includes a series of research and dana collection from different sources, which, through analysis, aims to implement the individual as a representation of the ideal buyer. The importance of the buyer persona within digital marketing has enabled the development of ready-made online tools for its creation. The main goal of this thesis is to describe how a buyer persona profile helps the business of a company and what are the advanages of using a buyer persona profile.