What is Online vs Digital?

Over the years, I've asked numerous B2B leaders how they define 'online' and 'digital'. The responses vary—and that’s a problem. In this article, I clarify the distinct difference between the two, why this differentiation is more critical than ever, and how to adopt a more "digital mindset”.

My advice is that you should always think through what you mean when using the expressions 'online' and 'digital'. Here’s how I like to explain the two terms.  

I usually try to explain online and digital in a simplified way:

What does 'online' really mean?

Over the years, I've asked many B2B leaders how they describe what 'online' means.

Some refer to it as launching a website, while others think of e-commerce, social media, or simply being visible on Google.

Indeed, these examples of 'online initiatives ' exemplify their connection to the internet. 

A great definition of online is;
Someone or something that is currently connected to the internet.

What does 'digital' mean?

While many agree on what online is, few consider how these activities connect or whether they drive business outcomes. For me, that is the distinction between 'online' and 'digital'.

'Digital' refers to a format or process. It describes technology that creates, stores, and handles data. Digital can be both online and offline—for example, a digital audio file can be streamed online or saved on a disc or hard drive.

Thus, a digital initiative extends beyond "connection to the internet"—it links systems, data, and people to provide measurable value.

A definition of digital is;
Using technology, data, and connected systems to create value, improve processes, and enhance experiences, beyond just being online.

I’ve seen many companies proudly showcase their online presence — a new website, active social media channels, and perhaps even a blog or two. But when I ask how these efforts connect to deeper business goals or customer experience, the answers are often vague.

That’s because being online is only the visible tip of the iceberg. Being digital goes much deeper.

Why does the confusion matter?

I've seen many examples where people within organisations use "online" and "digital" as if they had the same meaning.

But that is risky, because it often leads to mismatched expectations, initiatives, and opportunities among colleagues and departments.

Imagine someone has initiated an "online/digital" project involving multiple teams.

One team, e.g., marketing, might focus on short-term objectives, such as a campaign, while the other team, IT, aims to build long-term capabilities and systems for the organisation. 

I’ve seen this gap in mindset create friction, not only in strategy but also in everyday decisions, preventing the company from moving with clarity and speed.

How to shift your mindset?

I believe that most business leaders must adopt a digital mindset today. You need to shift from focusing on activity to delivering impact. 

As generative AI becomes more widespread, success is not just about launching a campaign or adding a new tool; it's about genuinely rethinking how value is created and delivered. 

Align your teams around common outcomes, and foster curiosity among colleagues about how systems interconnect, how data moves, and how each action underpins the overall strategy. 

At Zooma, we focus less on "doing digital things" and more on "thinking" about all teams, every day, always with our clients’ needs in mind. 

Do you want to discuss how to move from being online to becoming truly digital?

This is an updated version of an article originally published on Jun 8, 2017.