The appearance of the Internet changed the ways of marketing communications with consumers. Today, marketing trends change constantly, and companies, if they want to survive in the market, need to follow them. The development of the Internet and social media encouraged the development of e-marketing as a process of conducting marketing activities with the help of intensive usage of information and telecommunication technology. E-marketing has almost unlimited possibilities which will increase with the development of technology, and companies follow trends and tend to use the situation to their advantage. Some of the contemporary trends of digital marketing imply artificial intelligence, chatbots, personalization, influencer marketing and others. Based on the research conducted on 309 examinees it is deduced that almost all the examinees from the sample of the general population of the Republic of Croatia have access to the Internet or computer at home, and they also have a smartphone with the access to the Internet. The examinnees decide easier to buy products or services that they have read positive reviews of on social media, blogs or websites, they use the possibilities that digital marketing offers and they purposely search for information about prices and the quality of products and services on the Internet.