The subject of study of this final thesis is the Internet as a promotional tool, that is, the analysis of its impact on marketing activities and the ways in which companies use the Internet to promote their products and services. The paper is based on the research of various Internet promotional tools, their effectiveness and the roles they play in modern business. In the theoretical part of the paper, the concept of internet marketing, types of internet promotional tools and strategies applied by companies in order to reach their target audience will be analyzed in detail. Tools such as social media, websites, SEO optimization, online advertising (PPC), email marketing and blogs will be covered, with an analysis of their advantages and disadvantages. The paper will also analyze the psychological and social factors that influence the success of online promotion, including user experience, social influences and internet trends. Furthermore, in the theoretical part, the paper will discuss the importance of internet presence in the context of brand building and increasing competitiveness in the market. The ways in which the Internet helps companies acquire and retain customers, as well as increase sales, will be analyzed. Special attention will be paid to ethical issues in internet marketing, such as the protection of user privacy and the transparency of advertising practices. In the empirical part of the work, a survey was conducted on the use of promotional tools via the Internet among companies. The survey covers different forms of promotion, and it will be analyzed how companies apply internet tools in their business, which are the most effective for them, and what challenges and advantages they see in internet promotion. Based on the results of the survey, the paper will present conclusions about current trends in internet marketing and recommendations for further development of promotional strategies in the online environment.