What does the term "digital marketing" encompass?

The term "digital marketing" encompasses all marketing efforts that utilize the internet or electronic devices. This broad definition includes various strategies such as search engine optimization (SEO), content marketing, email campaigns, social media marketing, and pay-per-click advertising, among others. Digital marketing is characterized by its ability to track and analyze customer interactions in real-time, allowing marketers to adjust their strategies based on performance data.

The key element here is the reliance on digital channels—this includes not just activities that occur on the internet but also those that happen on devices such as smartphones and tablets. By leveraging these digital platforms, marketers can reach a wider audience, engage consumers in different ways, and create more personalized experiences.

The other options reference traditional marketing modalities or are overly restrictive and do not capture the full scope of what "digital marketing" entails. Focusing solely on traditional media, just social media, or excluding technology misses the broad and inclusive nature of digital marketing as a whole.