Digital marketing, also called online marketing, refers to all marketing efforts that occur on the internet. Businesses leverage digital channels such as search engines, social media, email, and other websites to connect with current and prospective customers. This also includes communication through text or multimedia messages. Your company’s use of digital marketing depends on its model. Business-to-business (B2B) companies sell to other businesses, which require a longer, more strategic approach. Business-to-consumer (B2C) companies sell directly to everyday customers, which require shorter sales cycles and a larger audience .In practice, digital marketing focuses on managing different forms of online company presence, such as company websites, mobile apps and social media company pages, integrated with different online communications techniques introduced later in this explainer. These include search engine marketing, content marketing, social media marketing, online advertising, email marketing and partnership arrangements with other websites.