The information revolution in the 20th century has undoubtedly marked the development of all scientific fields, including marketing. Not only brought computers into the homes of individuals, it had provided to the companies a significantly different marketing approach. The biggest contribution to the development of infomation tehnology was given by the Internet, especially when it took the form of mass media in the 1990s. This changed the way of comunication, information-seeking, business, commerce and entertainment. The purpose of this paper is to define digital marketing, to present its forms and to show through examples how the Internet has changed the way of advertising so far. Another subject of this paper is virtual marketing as a relatively recent concept of communication, which has been increasingly used in the creation of marketing campaigns. The importance of marketing comunication has not only effects on the economic sphere, but also disturb on the spheres of ethics and law. Given the databases that are being collected about consumers, marketers face the problem of protecting their personal data. The aim of the paper was to come up with a way to create a marketing campaign and to give examples of numerous successful viral campaigns that can serve as role models.