In today’s digital world marketers are facing some new challenges, new technologies and opportunities in the market. Digital marketing is the utilization of electronic media by the marketers to promote the products or services into the market. The main objective of digital marketing is to attract more and more customers and allow them to interact with the various brands available in the market through digital media. This article focuses on the importance of digital marketing in today’s world. Additionally advantages of digital marketing, effectiveness, some latest developments and strategies and ways to further increase the effectiveness of digital marketing are also presented in this paper