This chapter discusses the impact of digital marketing. It covers the digital transformation of marketing while referencing new digital technologies, digital competition, and changing customer behaviours as the key drivers of the transformation. Digital marketing primarily refers to the management and execution of marketing using digital technologies, channels, and digital data about consumer characteristics and behaviour. Meanwhile, social media marketing promotes business products or services and comprises the use of social media as purchased, owned, and earned media, as well as for marketing research purposes. The shift in power and control through digital and social media has also allowed consumers to take on new roles concerning marketers and brands.