Today’s accelerated development of technology and the opportunities provided by the internet are quite difficult to follow. Correspondingly to the/In addition to the private life of each user, significant changes occur in modern business and its marketing activities, which sequentially lead to the development of a specific type of marketing called digital marketing. Being interactive online is the key to any business. Contrarily they would be lagging behind competitors. The goal of an online presence is not just to be present, but to get the most out of the opportunities it provides. The use of the Internet and internet tools enables companies to monitor the habits and behaviors of consumers more easily, select target groups, and ultimately efficiently meet their needs. From the consumer's perspective, they are given the opportunity to effortlessly compare price and quality, familiarize themselves with the product based on reviews on social networks, and enable adequate and accelerated communication with the business entity. Modern trends that contribute to the achievement of these goals relate to ubiquitous/prevalent social networks, the use of smartphones, tools to increase search engine positioning, creating quality content, and the use of influential people to build relationships between brands and consumers. There are also newer technologies such as artificial intelligence, virtual and augmented reality, and the Internet of Things, which, aside from being used in marketing, are actively used for entertainment. In order to ultimately make the marketing efforts spent worthwhile based on the data collected, it is necessary to measure the efficiency and effectiveness of digital marketing.