The paper provides indepth overview of various digital marketing activities and tools that companies use to engage and attract consumers. The aim of the work is to investigate how digital marketing transforms business strategies and communication with consumers, and to identify the most effective practices and trends that shape it. The following scientific methods were applied when writing the paper: theoretical method, method of analysis and synthesis, inductive method, method of comparison and case study. Digital marketing has become the key backbone of modern business, enabling brands to connect more easily with the global audience and, in innovative ways, to initiate greater consumer engagement. The transformation of traditional marketing methods into digital platforms has changed the concept of marketing strategy and made them an excellent tool in creating a personalized user experience that encourages consumer engagement and loyalty. Digital marketing metrics provide quantitative analysis of the effectiveness of marketing initiatives, while new trends such as digital assistants, influencers, chatbots and online advertising platforms catalyze the transformation and modernization of various industry sectors. Artificial intelligence stands out as a transformative force within digital marketing, providing benefits such as automation, personalization and predictive analytics, but also challenges that include ethical issues and potential impact on the labor market. The Valamar Group case study illustrates how digital marketing tools and techniques improve customer experience and operational efficiency. As technology advances, there is an imperative for companies to responsibly adopt innovations, with an emphasis on sustainability and ethics, and to explore the new possibilities offered by machine learning and artificial intelligence technologies. Together, digital marketing and artificial intelligence form a dynamic ecosystem that offers unlimited opportunities for growth and innovation, setting new standards for efficiency and creativity in the business world.