Ovaj rad bavi se posebnostima digitalnog marketinga i suvremenih trendova i alata u istome. U radu se prikazuju karakteristike digitalnog marketinga te njegova usporedba s tradicionalnim marketingom. Opisuju se najvažniji pojmovi vezani uz digitalni marketing, kao što su automatizacija marketinga, optimizacija web-stranice za internet pretraţivače i nulti trenutak istine. Nadalje, izdvajaju se suvremeni trendovi i alati u digitalnom marketingu, koji uključuju društvene medije, marketing sadržaja, mobilni marketing, izvorno oglašavanje, marketing u pravo vrijeme, virtualnu stvarnost i internet stvari. Ističe se povezanost marketinga putem društvenih medija i marketinga sadržaja, dok se unutar mobilnog marketinga izdvaja marketing putem mobilnih aplikacija i mobilni dopušteni marketing, a unutar interneta stvari izdvajaju se nosivi uređaji. Također, predstavljene su metode mjerenja učinkovitosti digitalnog marketinga te primjeri uspješne, ali i neuspješne, implementacije digitalnog marketinga. Cilj rada je sintetizirati znanje o digitalnom marketingu i suvremenim trendovima koji se u njemu pojavljuju. Svrha istraživanja je ukazati na važnost implementacije digitalnog marketinga za postizanje i održavanje konkurentske prednosti.

This paper deals with the digital marketing specifics and the contemporary trends and tools in it. The paper presents the features of the digital marketing and its comparison with the traditional marketing. The most important terms related to digital marketing, like marketing automation, Search Engine Optimization and the Zero Moment of Truth, are described. Furthermore, contemporary trends and tools in digital marketing, including social media, content marketing, mobile marketing, native advertising, right-time marketing, virtual reality and Internet of Things, are outlined. The paper highlights the relation between social media marketing and the content marketing. In the mobile marketing section, mobile apps and mobile permission marketing are the core subject, while in the Internet of Things section, wearable devices are pointed out. Also, in the paper are presented methods of the digital marketing efficiency measuring. Examples of successful and unsuccessful digital marketing implementation are presented at the end. The goal of the paper is to synthesize the knowledge of the digital marketing and the contemporary trends in it. The purpose of this research is to point out the importance of the digital marketing implementation in achieving and maintaining competitive advantages.