The new definition is:

“A set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network.”

According to the MMA the crux of the new definition lies in two key parts:

1. The “set of practices” now includes “activities, institutions, processes, industry players, standards, advertising and media, promotions, direct response, relationship management, CRM, customer services, loyalty, social marketing, and all the many faces and facets of marketing.”
2. To “engage” now means to “start relationships, acquire, generate activity, stimulate social interaction with organization and community members, and be present at time of consumers expressed need.” Additionally, engagement can now be initiated by the consumer (“Pull” in form of a click or response) or by the marketer (“Push”).

Did you get that?

You can read the official article here