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Digital marketing is a form of marketing that involves advertising activities that utilizes electronic devices or internet such as social media, mobile apps, websites, emails and mobile phones. Ever since it was introduced in 1990's and early 2000's it has greatly been taken up and increasingly used by brand and businesses to reach out to intended customers and also provide 24/7 online customer support. Digital marketing forms such as search engine optimization, social media influencing and content marketing are increasingly becoming more common in our advancing technology and what appears to be a digital era. Also non internet digital marketing such as mobile phoneSMS, MMS, callbacks and on hold mobile ringtones have been utilized by brands and businesses in areas with poor internet connections. Digital marketing has been embraced worldwide in this digital era and predicted to overtake other marketing strategies within a couple of years. Although embraced, digital marketing has had its greater challenge that is "brand safety" where adverts appear online next to unsuitable content. This has greatly frustrated brands and marketers however they have been encouraged to seek greater control over how they target audiences and also to remain competitive. Digital marketing is the best way to advertise products and businesses especially in this dot com era. Targeting, viewability, brand safety and invalid traffic all are aspects used by marketers to help in advancing or advocating digital advertising which are mainly tracking tools within desktop devices causing difficulty with short comings including deletion by web browsers and inability to sort between multiple or call it many users of a device with inaccurate estimates. Another element which is affected within digital marketing is "viewability" or whether tha advert has been seen or actually seen by the users or audience or call him the consumer. In most cases, many adverts are not seen by a consumer and may never reach the right demographic segment or brand safety in another issue of whether or not the advert was produced in the context or message of being unethical or having offensive content. When an advert is exposed is another challenge marketers face and this relates to invalid traffic as premium sites are more effective at detecting fraudulet traffic, although non-premium sites are more so a problem worldwide. Another most important form of digital marketing is the use of emails which is highly and greatly considered cheap as it is a rapidly communicating mean with a message such as their value proposition to exixting or potential customers yet this channel of communication may be perceived by recepients to be bothersome and irritating especially to new or potential customers which is therefore a success of email marketing and it reliant on language and visual appeal, therefore it contains relevant graphics or visuals that are relevant to the message which is attempting to be sent yet less visual graphics are to be applied with initial emails and are more effective in turn of creating a relatively personal feel to the mail. And in terms of language , the style is the main factor in determing how captivating the emailis like using usual tone invokes, a warmer and gentle and inviting feel to the email in comparison to a formal style and for combinations, its suggested that to maximize effectiveness by use of visuals with casual language. More of social meda marketing has been used in digital marketing where businesses are usi g facebook, snapchat, twitter and many more different applications to publih and market there goods to there customers or to there audience. Social media is more efficient and easy to use to publish and advertise products because the business owner gets a chance to capture a wider market since most of the audience or customers always use and concentrate on social media which makes it easy for the message to reach out to them at anytime no matter the geographical location. Digital marketing has improved marketing of products and businesses in the marketing world.