Marketing managers and scientists need sound knowledge of marketing concepts and tools in order to make efficient and effective marketing decisions. With regard to digital marketing, many perspectives have been associated with the construct. This paper conceptualizes digital marketing, discusses some of its applications, and proposes some cognate streams of research. Specifically, the paper utilized materials from relevant extant literature, in addition to practical experiences, to conceptualize the digital marketing construct and highlights some of its applications. In addition, the paper proposes research direction for investigation of the digital marketing construct in different contexts (including sectors, business types, and countries). With regard to originality, the paper presents some knowledge on an important area of marketing (digital marketing), highlights some of its applications, provides some relevant insights for marketing managers, theorists and researchers, and proposes future research efforts in different environmental contexts.

Keywords: Marketing, information technology, internet, telemarketing, digital marketing, marketing 4.0.