Digital marketing is the use of online promotion for brands and companies to seek out potential customers through different digital platforms. It is a way for brands and businesses to connect and interact with their customers effectively and efficiently online. Bayo-Moriones & Lera-López, writing on why bother with digital marketing and social media writes that “From a consumer's perspective, the use of information communication technologies offers a number of benefits, including efficiency, convenience, richer and participative information, a broader selection of products, competitive pricing, cost reduction, and product diversity”. Digital marketing helps companies increase their reach and communicate with their customers proactively. Digital marketing can be used through many different online digital platforms such as email, social media, subscription services, etc. Digital marketing has become a part of our everyday lives without us even realizing it. As technology evolved throughout the years, so has the way businesses and brands have marketed their products and services online as well. Both will continue to progress for the future and there are many reasons why.