This thesis provides an in-depth analysis of digital marketing and its critical role in contemporary business, with a particular focus on Chogan, an Italian producer of cosmetics, perfumes, and dietary supplements. The theoretical part of the thesis covers essential digital marketing concepts, including SEO optimization, content marketing, social media, PPC advertising, and content personalization. The study explores how these strategies enable companies to enhance market visibility, improve user engagement, and increase conversion rates. Additionally, the thesis examines integrated marketing communications (IMC) as a tool to ensure message consistency across various digital and traditional channels. The practical part of the thesis focuses on the application of these theoretical concepts within Chogan's business operations. The analysis reveals how Chogan has effectively leveraged digital channels, such as social media and its website, to build a recognizable brand and expand its consultant network, resulting in significant revenue growth and increased market share. Based on the findings, the thesis offers recommendations for further enhancement of Chogan's digital marketing strategy, including mobile optimization, further content personalization, and the implementation of advanced technologies like artificial intelligence and virtual reality to maintain a competitive edge in the market.