Marketing is a funny word. It comes with so many negative connotations, especially in our era of internet skulldugery, intensive tracking, and less-than-honest tactics. Seth Godin said it best:
Online marketing has become a messy mix of direct marketing, seo, tricks, tips, code and guesswork. It’s an always-moving target and it’s mostly focused on tactics, not strategy, because tactics are easy to measure.
Marketing online, on the other hand, is what happens when the work to serve our audience arrives in an electronic form.