The term digital marketing refers to the use of digital channels to market products and services to consumers. This type of marketing involves the use of websites, mobile devices, Social media, search engines, and other similar channels. Digital marketing became popular with the advent of the internet in the 1990s. Digital marketing involves some of the same principles as traditional marketing and is often considered an additional way for companies to approach consumers and understand their behavior. Companies often combine traditional and digital marketing techniques in their strategies. But digital marketing comes with its own set of challenges, including implicit bias.