Internet marketing is a term that is expanding its scope each day. Besides, communication
with consumers through the Internet channel is getting various forms and names almost each
day. Generally, this is the area that implies fast changes and new dimensions in all its
segments. Thus, it is important to become familiar and follow the pace of all changes in
Internet marketing, given that there is a whole new terminology connected with a variety of
Internet-based marketing approaches and strategies that are fundamental for gaining
sustainable competitive advantage.
The most common comparison is made between Digital and Internet marketing. These two
terms are similar but not synonyms. Even though Digital marketing is also known as Internet
marketing, online marketing, web marketing or data-driven marketing [4], it is the umbrella
term for a group of marketing processes that exploit all available digital channels and Internet
technologies with the aim of promotion of branded products and services. Its development is
a direct result of the increased electronic data, digital media usage and its impact in business
sphere globally. So, its development has primarily followed Internet improvements, which is
the reason why it has so many manifestations.
Some authors claim that Digital marketing and Internet marketing are not the same things [5].
Accordingly, Digital marketing is wider term that includes both online and offline digital
technologies and multiple channels under it, while Internet marketing bases its activities only
on the Internet. Some of digital marketing channels are “sms marketing, digital print ads,
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television marketing, radio advertising, etc.” [5; p.29]. This is not the case with Internet
marketing, given that some of Digital marketing channels don’t necessarily require Internet
connection. Furthermore, both Digital and Internet marketing cover web, search, social
media, e-mail, digital advertising and media buying [6], and both are very effective in
conducting, analysing and measuring total effects of marketing campaigns.

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