Banking has developed considerably over the past 20 years, especially in the field of technology where the Internet has enabled the use of digital channels through which banks offer their products and services. The rapid development of technology channels and the way people use them have transformed not only the way we access our information and how we use them, but how we interact and communicate with each other globally. Consequently, the transformation of the classical business models of the bank into digital banking resulted as a different acces to the marketing strategy of financial services, using more and more digital media as a necessary leverage to acquire and retain clients as a necessary precondition for survival in today's highly competitive market. Digital marketing has grown so rapidly that today it is almost impossible to imagine a successful business without the presence of any of the digital channels. Therefore, this master’s thesis attempts to explain how and in which way business banks use digital marketing strategies to improve business, promote their actions and services and create a better quality connection with existing and future users/clients, also, to descript and explore all the advantages and disadvantages of digital marketing on examples of business banks in the Republic of Croatia.