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The term digital marketing refers to the use of digital channels to market products and services to consumers. This type of marketing involves the use of websites, mobile devices, social media, search engines, and other similar channels. Digital marketing became popular with the advent of the internet in the 1990s.

Digital marketing involves some of the same principles as traditional marketing and is often considered an additional way for companies to approach consumers and understand their behavior. Companies often combine traditional and digital marketing techniques in their strategies. But digital marketing comes with its own set of challenges, including implicit bias.

How Digital Marketing Works

Marketing refers to activities that a company uses to promote its products and services and to improve its market share. To be successful, it requires a combination of advertising savvy, sales, and the ability to deliver goods to end-users. Professionals, known as marketers, take on these tasks either internally at companies or externally at marketing firms.