What are "digital marketing" techniques in retail?

Digital marketing techniques in retail encompass strategies that leverage online channels to promote products and engage with consumers. These techniques include the use of social media marketing, email campaigns, search engine optimization, pay-per-click advertising, content marketing, and online promotions. The objective is to reach consumers where they increasingly spend their time—on digital platforms—and to facilitate increased brand awareness, customer engagement, and ultimately, sales conversions.

The focus on online channels distinguishes digital marketing from traditional methods that primarily emphasize in-store promotions, customer foot traffic analysis, or physical inventory management. While those aspects are also important in retail, they do not fall under the digital marketing umbrella. The essence of digital marketing lies in its ability to interact with the consumer digitally, utilizing tools and platforms that resonate with today's digital-savvy shoppers.