Digital Marketing focuses on how new digital media are changing the marketing landscape. These media include the internet and mobile devices, which together are changing the marketing concepts of time, distance, experience, and the way in which individuals socially connect with each other and with organisations.

Success in online marketing requires mastery of a range of concepts and techniques including (though not restricted to) search engine optimisation, disintermediation, paid search marketing, digital marketing channels and co-branding strategies. It is also important to know when to select a specific combination of these mixes. Similarly, to make a website more effective requires knowledge of a range of success factors for traffic building including accessibility, data integration and content, usability, persuasion and visual design. The importance of leveraging distribution channels enabled by digital convergence technologies which include mobile platforms also needs to be noted.