Digital marketing is the process of promoting products and services using online platforms to reach customers. It has several advantages over traditional marketing such as greater reach, two-way communication, easier targeting and measurement. Some key aspects of digital marketing include visibility on platforms like Google and Facebook to be found by customers, driving visitors to engage with content, optimizing traffic and conversions to sales. The overall goal is to convert more visitors into paying customers and retain them to increase business revenue. Tools like social media, SEO, PPC are used along with evaluating performance metrics.