Digital marketing pertains to all online marketing activities including digital assets, channels, and media. It involves exciting customers with relevant offers, educating them about offerings, helping them experience products directly or indirectly, and giving them opportunities to engage with marketing activities. Social media refers to technologies that distribute content to facilitate interpersonal interactions through platforms, services, and tools that help consumers and firms connect. The 4E framework outlines exciting, educating, experiencing, and engaging customers through digital media.