Digital marketing is a comprehensive term that covers all marketing channels and strategies that one can not only use to advertise digital products or services but also on electronic equipment such as televisions, smartphones and electronic billboards.

The main difference between digital marketing and conventional advertising is that digital marketing initiatives are performed primarily across digital channels, allowing marketers more leverage, resources, and information to measure a campaign's efficacy. Another noted distinction between the two is that online marketing channels are based exclusively on the Internet, whereas offline marketing platforms are accessible to digital tools not inherently encrypted to the IoT.

Digital marketing has a plethora of channels, and these can be fragmented into channels of online and offline brand management. Also, one needs to take a look at the digital marketing strategy, which is a workable plan on how to accomplish the business objectives by exploiting the various digital marketing channels to good effect.

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