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Digital marketing is the promotion of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium. It involves using a variety of digital channels and techniques to reach and engage customers, and to analyze and optimize marketing efforts. Digital marketing can be used to promote both online and offline products and services, and can be used to reach a wide audience, or to target specific demographics or geographic locations. Some common tactics used in digital marketing include search engine optimization (SEO), content marketing, social media marketing, email marketing, pay-per- (PPC) advertising, affiliate marketing, and mobile app marketing.