Digital marketing, competitive advantage, marketing communication, social media, consumers

Nowadays, marketing in the digital environment is very important for every company. The reason that internet use has more than doubled last decade, and this shift significantly affected way customers buy products communicate with companies. Digital like any other type of - it a to connect current influence potential customers. It important, especially when there are already many services on market really high competition. main difference between online traditional company can better them online. Based above mentioned, paper's aim analyze application selected Slovak brand its perception by consumers, propose recommendations effective includes providing theoretical background analysis from viewpoint foreign authors. secondary data source was scientific research, annual reports, statistical databases, published professional publications. To find out perspective questionnaire survey conducted. aimed opinions, attitudes, satisfaction consumers brand. determine sample size, base file representing number people older 18 obtained demographic statistics Statistical Office Republic. General methods (i.e., excerption, description, comparative analysis, deduction, induction) were used processing mathematical evaluate using IBM SPSS Statistics software. achieve goal paper, based results, research hypotheses formulated subsequently verified. Finally, results survey, benefits highlighted, such as gaining competitive advantage, increasing customer loyalty, overall awareness.