مجلة الاقتصاد والبيئة
Volume 9, Numéro 1, Pages 172-193
2026-05-01

Digital Marketing Tools Revisited: Toward A Clear Conceptual Definition



Authors : Abdesselam Yasser Takie Eddine . Mokhefi Amine .

Abstract

Digital marketing is crucial to corporate strategy, yet academic and professional definitions differ. The ambiguity of grouping software, platforms, methods, and even human actors under one label hinders conceptual clarity and knowledge transfer between research and industry. This conceptual, qualitative study uses a purposive literature review and comparative examination of academic and practitioner sources to clarify the construct of digital marketing tools. The analysis shows that contemporary usage conflates technological artefacts with methodological resources and strategic domains, obscuring their respective roles in digital practice. The paper proposes a taxonomy that distinguishes tools, channels, platforms, and methods, articulates an ontological stance on tools as technological artefacts, and sketches an empirical validation agenda to improve terminological accuracy and analytical coherence.

Keywords

Marketing ; Digital Marketing ; Tools ; Definitions ; Conceptual Disambiguation ; Terminology ; Digital

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