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digital marketing

, which can be consid-

ered to have a broader scope since it refers to any use of technology to achieve marketing 

objectives and has an external and an internal perspective. This is more consistent with 

the concept of digital business, which involves managing both internal and external digital 

communications.

Inbound marketing

Marketing professionals commonly refer to this new approach to marketing based on 

digital media as 

inbound marketing

 (introduced in Chapter 1). Inbound marketing is 

powerful since advertising wastage is reduced. Content and search marketing can be used 

to target prospects with a defined need – they are proactive and  self-  selecting. But this 

is a weakness since marketers may have less control than in traditional communications 

where the message is pushed out to a defined audience and can help generate aware-

ness and demand. Advocates of inbound marketing such as Dharmesh Shah and Brian 

Halligan argue that content, social media and search marketing do have a role to play in 

generating demand.