The development of technology, the Internet, digital communication and the way information is disseminated has gone through significant changes over the years. Technological advances have revolutionized the way companies operate, how they conduct their business, but also how they reach consumers. Given that customers today are looking for real information, information that will solve any problem or help them in further decisions, traditional marketing techniques no longer have much effect. Today's customer knows what he is aiming for, is more informed and makes smarter purchasing decisions. Therefore, emphasis is placed on new marketing techniques and methods that will help the customer and realize his needs and desires. Digital transformation, mobile commerce, social media, influencer marketing, voice search, email, data privacy and security are just some of the trends and developments in technology and marketing. Based on this, it can be said that digital marketing encompasses all marketing activities carried out through digital channels and technologies with the aim of attracting, engaging and converting the target audience. The topic of the final paper refers to the use of mobile marketing in a digital environment. Given that marketing experts have recognized that the Internet and the use of mobile applications significantly influence consumer behaviour, the paper will analyze the extent to which mobile applications are used, how much trust users have in them, how satisfied they are with their usage, and how marketing affects their attitudes and thoughts. Also, on the other hand, the techniques and methods that will be used during the preparation of the theoretical and practical part, as well as certain disadvantages of their use, will be listed and briefly explained.