Today in the world it is not posible not to see the obvious changes in marketing communication. With contemporary information technologies new media inexorably gaining share over the traditional media. The expansion of the Internet opens up new possibilities to communicate with consumers. Digital marketing is part of an integrated marketing communications wich use new technologies, and takes place on digital platforms. This is an area that is rapidly changing and an increasingly taking larger portion of advertising space. Classic communication tools have undergone a transformation, and have adapted to modern media. This includes photos which, together with the video, forms the basis for a new language and the Internet and they are an indispensable part of digital marketing. People are more interested for gettting information watching rather than reading. Photo inform the target audience at the function and value of the products in situations where words cannot. The media of the digital age also undergoing major changes by developing new technologies in the field of design as well as in the area of treatment. It is necessary to customize content intended for publication in the media and in general use in digital marketing. This paper deals with the role of photography in visual communication, the objectives that we want to achieve with it and the techniques of its processing for the purposes of publication in the modern media and the use of digital marketing.