This paper deals with the impact of the Big Data paradigm on digital marketing and the shift in marketing caused by digitalization and the development of information and communication technology. Two-way communication, as an important feature of digital marketing, has enabled greater consumer power, but also caused large amounts of data that are created in digital form. The paper emphasizes the importance of information that provides marketing professionals with a better insight into consumer habits and behaviors, which is why it is not surprising that there is a need for increasing data collection. The paper emphasizes the phenomenon of Big Data and analyzes the changes caused by the implementation of Big Data in the practice of digital marketing. In addition to numerous advantages, the issue of privacy and security of such data is also addressed. The statistics used in the paper show that concerns about the use of Big Data are not negligible. Precisely because of this, the question arises as to how to alleviate concerns and, on the other hand, increase the benefits arising from Big Data analysis.