The aim of using A/B testing in digital marketing campaigns is to compare two or more versions of a marketing asset to determine which performs better. This method involves randomly exposing users to different variations, such as emails, landing pages, or advertisements, and measuring their interactions, conversions, or other key performance indicators. By analyzing the results, marketers can identify effective elements and make data-driven decisions to optimize their campaigns. A/B testing enhances marketing strategies, improving engagement, conversion rates, and overall return on investment.