It not only involves marketing, but it also helps the business to create brand awareness, connect with customers directly and be present where the customers are. It involves connecting to the customers through various digital channels, like social media, search engines like Google, emails, websites etc; So content marketing, Social Media Marketing, Search engine Marketing, Email marketing, Search engine optimization, Affiliate marketing, influencer marketing, Online PR together form Digital marketing. The marketer can choose one or different channels to connect with current and prospective customers. Digital marketing also makes it possible for marketing automation and personalization. Various tools available for digital marketing helps the marketers to personalize the content shown to each customer at the right time and also allows to automate some repeated actions without human intervention.