The marketers daily face new challenges to increase the growth of business and to catch the attention of customers towards their brand. Digital Marketing is one of the medium that can be utilized to promote the brands and connect with the customers across the globe. However, it is a challenging task to catch the attention of customers due to their active nature on multiple social media platforms. Now, it becomes tedious for the marketers to influence the customers and thus it is still an active area of research. This paper summarizes the major differences between traditional marketing and digital marketing, types of digital marketing, benefits of digital marketing and impact of digital marketing on business. This study would be beneficial for the marketers, researchers and academicians working in this domain as it provides deep insight into this domain.

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