This paper was created as a result of observing the rapid, global development of digital marketing and its impact on consumers. The relationship between these two sides is truly specific and brings the relationship between marketing and consumers to a whole new level. The work begins through an introduction. The introduction presents the initial thoughts and attitudes, states the motives for writing the paper and sets the goals and purpose of the paper. Through the beginning of the work, basic topics such as the development of classic marketing and digital marketing are clarified, and then these two are compared. Through the continuation of the work, the methods, and tools for the implementation of digital marketing are explained, as well as the preparation and implementation of digital campaigns. After the above, the paper raises ethical issues and dilemmas related to digital marketing today and their consequences. Furthermore the results of the impact of digital marketing on consumers, ie on their behaviour, is observed through secondary information. After observing the impact of digital marketing on consumers, it is covered by three different studies on the relationship between consumers and digital marketing. Two researches were used as work of other authors while the third research was conducted by the author of this paper. At the end of the paper, a conclusion and a proposal are reached, followed by a review of the literature.