This report explores the concept of digital marketing and its significance in contemporary businesses. It discusses marketing, marketing mix, communication mix, digital marketing, and social media marketing. The report also analyzes the effectiveness of social media marketing and presents two successful campaigns by Marks and Spencers. It highlights the benefits of social media marketing in terms of cost-effectiveness, customer engagement, brand loyalty, and building a brand image. The report concludes with the importance of measurable actions in social media marketing.