With the inevitable changes and new trends in technology, the world has become the place full of information which is hard to process. The main cause of such a situation is a technology and because of that there is a need for a different approach in all fields of life as well as in business. Technology changes our lives and creates new approaches in marketing. Despite numerous changes, photography has been present in advertising since the very beginning. The role and importance of photography in internet marketing from history to the present day, in the digital age, it is presented in this thesis. The relationship between photography and digital marketing and the importance and role of photography in digital marketing, from a theoretical and practical aspect, have been elaborated with the use of numerous examples and analysis of questionnaire on the role and importance of photography in digital marketing. Photos show what is important for a professional or amateur photographer, but also show what is important for a company, an advertiser, an individual who advertises the product or service and last but not least, what is important for customers.