Marketing as an activity is included in the primary activities of the company. However, in today's globalized world, all company activities must evolve and become more efficient if the company wants to survive on the market. Using its tools, digital marketing provides interactivity of content and measurability of results and becomes an effective tool for maintaining competitive advantage in hypercompetitive conditions. Due to the measurability of the actions taken and the final result, digital marketing gives company management a reasonable basis for making decisions about further courses of action in the fight with competitors. The thesis includes a theoretical part where importance is attached to the marketing process and the development of marketing throughout history and a practical part that can serve as a kind of guide through digital marketing to achieve a competitive advantage with examples from practice. Digital marketing tools are analyzed from the perspective of a micro/small business with a limited budget whose primary goal is to achieve the best possible result with the limited resources it has available.