Digital marketing refers to any type of marketing activity that applies any forms of digital technology. Digital marketing activities include conducting market research using digital marketing research tools such as Google Keyword Planner, analysing marketing performance using digital analytics software such as Adobe Analytics, and launching digital display ads using digital advertising platforms such as Google Marketing Platform.

Compared to traditional advertising methods such as print, billboards, and TV, digital marketing is primarily data-driven. Many popular digital advertising platforms today provide access to campaign reports for comprehensive data analysis.