Digital marketing has several benefits, but the biggest is the ability to target people with amazing granularity. Because search and display advertisements are served up digitally, we can measure exactly when a user clicked, where they clicked from, and what happens after the click. This data lets us change our marketing plan, and optimize our ROI. This involves placing advertisements on the organic results of search engines. These advertisements are sold on a pay-per-click model, so you don't pay for impressions, but rather an actual action.