International marketing is a term that has been around for a long time in economic practice and trade. It can be said that it existed in the beginnings of cross-border trade in history, but it flourished with the processes of globalization in the 20th century. International marketing gained new momentum with the development of social networks at the beginning of the 21st century. It turned out to be a new medium, which is comprehensive, fast, ubiquitous and which enables the previously unseen, which is the presentation of the given content in real time to an infinite number of addresses, and the number depends only on whether someone is online or not. On the mentioned format also has challenges that limit the scope of International Marketing and diminish its goals and positive features. Through this Graduation thesis, all known challenges in the theory of international marketing are systematized and additionally clarified. The focus of the work is on their presentation and clarification of the mechanism of their action on the system of International Marketing. Graduation Thesis covers the following challenges: Increased competition, Inefficient Campaign segmentation, Lack of resources, Brand awareness, Difference in performance data, Engagement differs across markets, Language barriers, Compliance & GDPR issues and Local channels. Also, for each challenge, an example of its action in the practice of some of the companies on the international scene is given. And for the purpose of sublimating everything that was said through the display of online conversations with the managers of the Atlantic group company and the use of analytical tools (SWOT/TOWS and PEST), an attempt was made to get an answer as to how and in what way a successful Croatian company operating on a foreign market deals with the aforementioned challenges. Therefore, the subject of research in this thesis is the challenges of modern international marketing that are present in the organization and implementation of the same. Challenges are the main problem of every organization and must be detected and solved as such. The thesis presents the challenges related to monitoring the results of international marketing on social networks, today the main media and marketing platform of the 21st century. The contribution of this work is to describe how and in what way the challenges of international marketing function in the new digital environment, and how Croatian companies manage to overcome them in their work and development, on the example of the Atlantic Group company.