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The Digital Channel must be a key component of a Marketing program in order to be a sustainable business today.

The Digital Marketing Institute defines the term as "the use of digital technologies to create an integrated, targeted and measurable communications which help to acquire and retain customers while building deeper relationships with them."

We agree and support this definition as being most comprehensive intrepretation. This definition includes the terms digital, targeted, measurable and relationship all terms that are necessary to define Digital Marketing. It must be digital because of the technology. It is targeted because of the value in the technology allows it to be. It must establish relationships because marketing using digital technology generally requires input from potential consumers. It must be measurable because measurability is inherent in the use of digital technology and inherent in the use of marketing.