Digital marketing refers to the use of digital channels and technologies to promote or market products and services. The purpose of digital marketing is to reach and engage with customers where they spend most of their time: online.

Some specific goals of digital marketing include:

1. Increasing brand awareness: By using digital channels, businesses can reach a wider audience and increase awareness of their brand, products, and services.
2. Generating leads: Digital marketing can help businesses generate leads and collect contact information from potential customers who may be interested in their products or services.
3. Driving sales: Digital marketing can help businesses drive sales by targeting specific audiences and using various tactics such as email marketing and social media advertising.
4. Improving customer engagement: By using digital channels, businesses can interact with customers in real-time and create a more personalized experience.
5. Measuring and analyzing results: Digital marketing allows businesses to track and measure the effectiveness of their campaigns and make data-driven decisions.

Overall, the purpose of digital marketing is to use digital channels and technologies to reach and engage with customers, and ultimately, drive business growth.