Marketing in the modern era is one of the essential components of a successful business. With the development of society, the view on marketing activites also changed. Techological development has focused a large part of marketing activities on digital channels. Thanks to its availability and interactivity digital marketing is becoming one of leading forms of marketing. Creativity and innovation are the qualities that drive moderan business and guerilla marketing is based on this qualities, it emphasizes the originality and unusualness of unconventional methods in effectively achieving conventional goals. At the same time, changes in user habits have caused a greater need for the cultural sector to incorporate new concepts of advertising, promotion and communication with the public. Marketing in culture should help to identify and satisfy user needs. Cultural events have become a place where social and cultural needs meet. By popularizing cultural events, cultural values are maintained and transmitted, and thus a synergistic effect is initiated in many areas. This paper tries to explain the characteristics of digital and guerilla marketing and the posibilities of their application for the purpose of popularizing cultural events. In the empirical part of this paper, research was conducted in the form of a survey questionnaire for the general population and in depth one with the experts from the museum with the aim of examining the views of users and experts from the cultural field about the effectiveness and influence of digital and guerilla marketing in the promotion and popularization of cultural events.