Nehal Solkar

The use of the Internet and other digital media and technology to support ‘modern marketing’ has given rise to a bewildering range of labels and jargon created by both academics and professionals. It has been called digital marketing, Internet marketing, e-marketing and web marketing and these alternative terms have varied through time... Digital Marketing is the term most frequently used today, as we can see from these digital marketing definitions in Google Trends, so that is the term we focus on. Because of the recent debate about the use of the term ‘digital marketing’, we thought it would be useful to pin down exactly what digital means through a definition. Do definitions matter? We think they do, since particularly within an organisation or between a business and it's clients we need clarity to support the goals and activities that support Digital Transformation. As we'll see, many of the other definitions are misleading.