This document provides an overview of digital marketing and how its various components work together. It breaks digital marketing down into two main components: traffic generation and traffic conversion. Traffic generation involves getting customers to engage through various digital channels like search marketing, display marketing, affiliate marketing, email/SMS marketing, and social media marketing. Traffic conversion is about getting site visitors to interact in a valuable way, such as making a purchase, by optimizing the user experience on websites, landing pages, and through mobile apps.