Digital marketing is becoming a very important part of today's business and, as such, is applicable to all types of profit and non-profit organizations. After defining the marketing itself, special attention in this paper was focused on cultural (non-profit) organizations, more precisely museum activities. The paper includes theoretical analysis of non-profit marketing with the definition and characteristic of the implementation of marketing activities on a cultural institution. Furthermore, the term ˝digital˝ is elaborated and the most important channels of digital marketing are listed, such as websites, e-mail marketing, social media, etc. Considering how specific museum activities are, only the most successful channels of digital marketing in museum business and trends that impose as new options in the future are presented. The last chapter, in the form of a semi-structured interview, show the application of digital marketing on the example of the Albertina Museum in Vienna. More precisely, it shows the which digital marketing channels are succesfully implemented in its business and points to the most important activities that are indicators of a successful long-term marketing strategy.