Digital marketing, often referred to as online marketing, comprises any marketing activities carried out via the internet. Businesses communicate with current and prospective customers using digital channels such as search engines, social media, email, and other websites. Text-based or multimedia communication is also supported.

Although some minor differences exist, an experienced inbound marketer like Zai Rickards claims that inbound marketing and digital marketing are practically identical. And via conversations with marketers and business owners within the United States, United Kingdom, Asia, Australia, and New Zealand.