Social media marketing is one of several forms of digital marketing. Digital technology and digital marketing are changing rapidly and continually, as well as the whole digital sector, which is growing year after year, incorporating new forms and useful ways to promote products and services online. In 2020, the last forms were, among many others, voice search advertising, virtual and augmented reality (AR), email marketing, webinar, and visual storytelling.

Social media marketing remains one of the most used and common strategies because the use of social media is widespread (In 2019, 53 % of EU enterprises used at least one type of social media, with more than eight out of ten of these businesses (86 %) using social media to build their image and to market products. Source: European Commission)