Digital marketing is a form of marketing that leverages the internet and digital  technologies to connect with customers. Digital marketing can take on many forms, including videos, long-form content, social media posts, display ads, paid media, or email newsletters. Users can come across these digital marketing forms on computers, laptops, mobile devices, tablets, or mobile apps.

Over 60 percent of the global population is online, and more people are joining them every day [1]. That’s why companies are now increasing their digital marketing budgets while traditional marketing gets slashed [2].

More than running a sponsored Instagram ad to drive sales, digital marketing includes strategies and best practices for interacting with customers at every stage of the buying journey.

Data plays a big part in digital marketing. With marketing analytics, marketers can collect valuable information by tracking a customer’s journey in real time and target specific audiences by tailoring content to their preferred digital channels. For example, Starbucks has collected data from their rewards mobile apps to help identify seasonal trends and create tailored promotions [3].