It is safe to say that contemporary perception of marketing was significantly impacted by the application of information technology. Through the utilization of modern technology, IT fostered the emergence of new advertising tools, social media networks and numerous applications which are used to launch new products at global markets. On the one hand, enterprises experienced significant improvement in the speed of execution, expanded the range of their services or product lines, reduced costs and increased the offer for customers. On the other hand, customers have an easier way of informing themselves about specific products or services giving them higher voting power with their purchases, which reflects in an increase of individual competencies needed for an independent screening of competitor offers, oftentimes reaching a decision without the interference of a seller. The purpose of this final thesis (article/paper) is to bring light to current marketing practices, through focusing on exploring the underlying motivations and methods of enterprises engaged in advertising on social media networks and Google which aim at utilizing IT in order to extend their reach to the potential customer base.