The aim of bachelor thesis is on the basis of the acquired theoretical knowledge to describe the use of digital marketing in the selected online entity. In the first chapter we define terms such as digital marketing, search engine marketing, affiliate marketing, mobile marketing. We analyze different tools of digital marketing and the most common forms of online advertising. In the next section, we will focus directly on the online shop Notino. We will try to describe the way in which utilises digital marketing and what tools it uses. In determining the degree of success will help us various information from the internet portals and the questionnaire. A special chapter devoted to competition, we analyze its tools of digital marketing. In the last section, we will evaluate a marketing survey using a questionnaire. In conclusion, we will provide a custom proposal for improvements to the marketing activities of an internet store notino.en.