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Digital marketing is the use of websites, apps, mobile devices, social media, search engines, and other digital means to promote and sell products and services.  Digital marketing harnesses digital platforms such as websites, mobile apps, social media, and search engines to efficiently promote and sell products and services. It supplements traditional marketing methods by offering an innovative approach for companies to engage with consumers and analyze their behaviors. Digital marketing started to become popular with the widespread adoption of the internet in the 1990s. Today, companies integrate digital and traditional marketing strategies to effectively reach their audiences, although unique challenges arise, including the fast evolution of digital channels and data utilization.