Digital marketing utilizes various online and social media channels to engage with consumers. It involves strategies like search engine optimization (SEO) to improve organic search rankings, search engine marketing (SEM) through paid search ads, and other methods of digital advertising. The goal is to drive traffic to websites and increase conversions. Digital marketing campaigns can use either "pull" strategies where consumers actively seek content, or "push" strategies where marketers directly send messages to recipients. Key aspects include pay-per-click advertising, tracking metrics like click-through and conversion rates, and continually testing and optimizing campaigns for best results.