What is CTA in digital marketing?

Call to action (CTA) is a marketing term used extensively in advertising and selling. In marketing, a CTA is an instruction to the audience designed to provoke an immediate response, usually using an imperative verb such as “call now”, “find out more” or “visit a store today”.
The key to a powerful call-to-action is to provide consumers with compelling reasons to purchase promptly rather than defer purchase decisions. A CTA can be a simple non-demanding request like “choose a colour” or “watch this video”, or a much more demanding request. An obvious CTA would be a request for the consumer to purchase a product or provide personal details and contact information.