Digital marketing comprises several components, including:

1. Search Engine Optimization (SEO): SEO involves optimizing a website to rank higher in search engine results pages (SERPs). The aim is to increase organic traffic to the website and improve its visibility online.
2. Pay-Per-Click Advertising (PPC): PPC involves paying for each click on an ad placed on a search engine or social media platform. Advertisers bid for ad placement, with the highest bidder getting the top spot.
3. Social Media Marketing: This involves using social media platforms to promote products or services, build brand awareness, and engage with customers. Social media platforms include Facebook, Instagram, Twitter, LinkedIn, and others.
4. Content Marketing: Content marketing involves creating and sharing valuable, relevant, and consistent content to attract and retain a clearly defined audience. The aim is to drive profitable customer action.
5. Email Marketing: This involves using email to promote products or services, build brand awareness, and engage with customers. Email marketing can be used to send newsletters, promotional emails, or automated emails triggered by customer behavior.
6. Affiliate Marketing: This involves promoting other businesses' products or services and earning a commission for each sale made through a unique referral link.

Digital marketing has become an essential aspect of any business's success because:

1. It allows businesses to reach a larger audience online.
2. It enables businesses to target specific audiences based on demographics, interests, and behavior.
3. It is cost-effective compared to traditional marketing channels.
4. It provides measurable results, enabling businesses to track their return on investment (ROI).
5. It facilitates engagement with customers, leading to increased brand loyalty and customer retention.