Consumers today rely heavily on digital means to research products. Some 77% of customers research a brand online before engaging with it, according to HubSpot Research. Meanwhile, 51% of consumers say they use Google to research products before buying.

Digital marketing, also known as online marketing, refers to advertising delivered through digital channels to promote brands and connect potential customers using the internet and other forms of digital communication such as:

• Search engines

• Websites

• Social media

• Email

• Mobile apps

• Text messaging

• Web-based advertising

• Others