What does 'digital marketing' encompass in a retail context?

Digital marketing in a retail context refers to the use of online strategies and platforms to promote products and engage with customers. This includes a wide range of activities such as social media marketing, search engine optimization (SEO), email marketing, content marketing, and pay-per-click advertising. The primary focus is on reaching consumers where they are increasingly spending their time – online.

By utilizing online channels, retailers can not only maximize their visibility to target audiences but also gather valuable data on customer behavior and preferences, allowing for more personalized marketing efforts. This segment of marketing is crucial for businesses looking to thrive in a digital-first economy, as it encompasses techniques that facilitate direct interaction and engagement with consumers, leveraging technologies to enhance the shopping experience.

The other options involve methods that are tied to traditional retail and advertising practices, which do not align with the definition of digital marketing. Thus, the emphasis here is on harnessing the power of digital platforms to drive sales and customer interactions.