The most important aim of the article is to analyse and evaluate the concept of digital marketing and its role in the functioning of innovative enterprises listed on the NewConnect market. In order to achieve the aim of the study, a mixed research methodology was applied, i.e. surveys were conducted among the managers of these enterprises (100 respondents) – CATI, then IDI interviews were held among 10 representatives of this group to determine the importance and role of ICT and digital marketing in the activities of these entities. Verification of the literature review and the results of mixed research were used in the process of reasoning where deductive techniques were helpful to develop a cognitive map and determine the factors affecting the company's activities using digital marketing. The conducted research confirms that the use of digital marketing in enterprises has an impact on building a competitive advantage on the market. In addition, one of the most important conclusions of this study is that the use of digital marketing in innovative enterprises brings them many benefits, such as: money savings, an increase in the company's reputation, speed of actions, efficiency and effectiveness of business processes or acceleration and optimization of the flow of information resources.