Digital marketing utilizes digital technologies like the internet and mobile devices to promote products and services. It consists of search engine optimization (SEO) to improve website rankings, pay-per-click (PPC) advertising, and social media marketing (SMM). SEO involves optimizing websites to rank higher organically in search engine results. PPC allows advertisers to pay to display ads when certain keywords are searched. SMM uses social networks as a marketing channel to increase brand exposure and drive traffic. Measurement of digital marketing efforts is important to maximize return on investment.