The aim of this paper is to describe the development of digital technology and, accordingly, the emergence of digital advertising and their overall impact on the formation of a marketing strategy for enterprises. The beginning will be an introduction to the new approach to marketing and the process of creating a digital path to the market itself. It will explore how the advancement of technology influenced the development of advertising and the advantages offered by some modern technologies. With the entry into the digital world newly formed electronic media and forms of marketing communications appeard, and with that the use of digital marketing in business practice. With the development of technology, new marketing rules have emerged, and with that the principle method of using blogs, podcasts, viral marketing and Internet media for advertising purposes. With the emerging and growing role of the Internet, new ways and forms of advertising on this platform have been adapted, with particular emphasis on the use of digital marketing communications on social networks to be described in this study, including the very beginning of Internet advertising and social networking. The importance of market research over the internet will be examined, and the advantage it brings to companies before product and service placement. At the very end, the whole topic will be summed up, highlighting the most important of the new information related to the content itself