Attaining an economic value and the satisfaction of the buyers is the essence of ttohe contemporary marketing practices and thinking. The Internet is the most substantial technology of the new millennium which provides its consumers, as well as companies, with the advantages its connectivity brings. Cellphone availability; that is, the growing number of smartphone users represents the fastest growing trend of information and communication technology. Information technologies have fundamentally altered the nature of marketing. The dynamic of the Internet's development and the marketing possibilities it brings – along with all the rest of contemporary technology – resulted in considerable changes in traditional marketing activities. In order to be competitive on a new market, today's companies have to either adopt the Internet technology or risk falling behind. The digital environment consists of the digital marketing mix '7P' which in turn consists of E-product, E-price, E-distribution, E-promotion, E-employees, E-environment and E-process. Using the means of interactive communication and caring for the consumer, traditional mass media lose their priority because in the direct interactive media – like the Internet – a significant amount of responsibility for communication and satisfaction with the delivered product is transferred to the manufacturer. Some types of advertising that today’s companies utilize on the Internet are: e-mail advertising, mobile advertising and social network advertising. Croatian Telecom (Hrvatski Telekom) is particularly active in the field of digital marketing and it reaps all the benefits that the '7P' marketing mix offers. Croatian Telecom uses e-mail advertising as well as mobile and social network advertising. By conducting a survey, we came to a conclusion that the Croatian Telecom digital marketing plan does not attract much attention among the respondents nor does it steer them towards buying their product or service. Further digitalization of society is in store for the future, and the companies will have to invest significant resources into their digital transformation using a combination of traditional and digital communications media, with a tendency of reducing the traditional tools in favor of the digital ones so that they remain present on an already crowded market.