The purpose of this thesis was to analyze the untapped potential of digital marketing in the "Skupina vrtovi panonski, z. o. o." organization. With a systematic approach and consistent implementation of digital marketing, the organization can achieve a greater online exposure and increase its sales. The descriptive method and method of compilation were used. By using the method of analysis, the organization and its digital marketing activities were analyzed. The possibilities of digital marketing have been outlined, the organization's untapped potential in the concerned field has been analyzed and suggestions for improvements provided. The analysis has shown that the websites through which the selected organization has been implementing marketing are not optimized nor connected among themselves or with the organization's social networks. The organization does not implement e-mail marketing although the appropriate IT solution has been introduced and despite the fact that the employees could carry it out themselves without further significant cost. The suggestions for improvements will enable the organization to use a systematic approach in the implementation of digital marketing. With a consistent consideration of suggestions and the implementation of the necessary steps, the organization will achieve greater online exposure and consequently increase its sales. The results can certainly be used in a broader scope; this includes other similar organizations that do not have the necessary means to pay external experts to carry out digital marketing.
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