Digital marketing is a relatively new research area within the domain of marketing. It focuses on both the transition of traditional marketing activities to digital (and online) platforms and the additional factors and new methods of marketing that sprung from the digital revolution. One of the most common research methods associated with digital marketing is usability testing, in which an app, design, product or website is tested on user friendliness or attractiveness. Common methods employed in digital marketing are eye-tracking and physiological measurements, such as heart rate and skin conductance (stress) measurements.

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