Digital marketing communication is an area of very quick and recurring changes that lead to shorter communication between companies and users. It can be highlighted that new digital marketing trends are always emerging and being created in order to remain relevant in such a dynamic environment. Companies need to be visible and directly connected to their target groups. It is extremely important to be ready to apply new trends in order for marketing communication and advertising to be successful. Acceptance and application of new trends in this field of digital marketing is a turning point in the business of companies, they help to create a successful marketing strategy. It is essential to have an active approach to change because companies that have introduced user-centered innovations have received the attention and resources of consumers. Current digital marketing trends have removed the wall between companies and users and merged them into a revolutionary global network that enables free communication between all participants and universal interconnection. Users who are active on the Internet and social media networks are inceasingly involved in the process of creating products, and companies also allows them to have their opinion respected, so they feel a personal connection to the particular brand. In this paper, an empirical study based on a structured survey was conducted, it was conducted on a sample of 108 respondents. This research shows a positive attitude on new trends in digital marketing using the example of cosmetic companies. It can be distinguish that it is necessary for companies to create and implement digital trends for more effective communication with consumers, while converting their virtual visitors into customers and thus improve their business results.