Digital technologies bring the possibility of introducing new processes and automating existing processes, it has become inevitable and necessary for almost all activities. The digital age has brought many changes and many opportunities in marketing and sales but also in lifestyle, more and more people are using the Internet and have profiles on social platforms. The Internet and social platforms are increasingly used to inform about various brands and their products. The digital transformation has made it easier for businesses to connect with consumers, especially small businesses with limited resources. For the purpose of this graduate thesis, two studies were conducted. Analyzes, descriptions and interviews were used to investigate the extent to which Beiersdorf uses digital channels for marketing advertising, and several examples of marketing campaigns were studied. The results generated by marketing campaigns are also studied, this shows us how accurately is possible to measure digital campaigns. In addition to marketing, the company's sales activities on the Internet were also observed. The survey method included a sample of 172 respondents, surveyed attitudes about digital advertising and Internet commerce. The research compares digital and traditional advertising channels, and examines respondents' attitudes about digital advertising and e-commerce.