Marketing in present time is exceptionally important activity, and it is in constant competition which company will have better marketing tactics. Usually common people think that competition in marketing is unnecessarily increasing the price of products, or services, and they think that marketing goals are to only sell the product of the company, which is not true. Marketing, if successful, will balance its costs with additional production, because the more production there is, the lesser are the costs to mass produce. It is important to note that people think marketing exists just to sell, which is false, because the goals are to satisfy the needs of customers, while the products are of good quality, and what are they thinking of is just an ad. In modern age internet is prevailing as a marketplace, and with the term e-marketing making an appearance which needs to additionally study every detail about the needs of the customers, and to understand how to be better that the competition, because all information is within grasp of all people just by using internet. How to affect someone is a good question that every marketer asks himself, and that usually depends on numerous elements and the surroundings in which the man lives in (class, affection of parents, friends, surroundings and others), and before he starts coming up with the product, he needs to investigate in details which target group will he be hitting, and will that product be of use to them. After the research the product needs to be advertised in the way which the target group will notice it. Next to the actual content of the ad, it is extremely important to choose the right media to advertise on, those include radio, television, papers, mail, internet, it all depends on the resources that are on our disposal, and target audience as well. Telecommunication companies in Croatia are following new trends of marketing, and are directly visible from the elements of the theory. For the research were taken next companies: HR Telekom, Optima Telekom, Tele2 and Simpa. Every company used specific elements of marketing, for example: easily recognizable colors, amusing, or easily memorable catch phrases, adjusting ads to certain target groups, openly showing advantages in comparison to competition, and creating characters. All these elements are plunged into our subconscious, and then we know that the marketing experts did their job right. Research has also been conducted to confirm that marketing efforts result in greater company success.