graduate student
In the digital age, companies’ marketing activities are being transformed by rapidly evolving digital technologies. The successful implementation of these technologies in their marketing efforts requires further development of a solid theoretical basis for digital marketing, which serves as the foundation for the practical application of this knowledge. In particular, distinguishing between the key concepts related to digital marketing and defining its constituent components is an important issue, as misconceptions regarding the content and structure of digital marketing remain prevalent in the academic literature. This article analyzes the distinctive features of digital and internet marketing, which are not synonymous. The study concludes that internet marketing is a component of digital marketing that relies exclusively on the internet, while digital marketing is an umbrella term encompassing all forms and types of marketing activities that utilize digital technologies.
marketing, internet marketing, digital marketing, digital technologies
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