When I started as a freelance consultant I was searching for the right angle to present myself to potential clients. One of my first engagement meetings was with an IT director that I got introduced to through my network. When I introduced myself as an experienced consultant in IT, he immediately dived into the technical ins-and-outs of his datacenter. I realized that IT has a descriptive term is perceived as very technical. And I am not that technical. So, I went out looking for a better term to describe my field of expertise and ended up with the Digital Organization. The adjective Digital sounds less technical and more futuristic and, also important, it attracts stakeholder in business management as well.
Of course, when IT is turning up everywhere and User Experience (UX) is getting truly of the ground, than all business are digital, all transformations are digital and all organizations will be digital. Now, we are not there yet. For many the digital world is still a world of wonder and automagic. For the next couple years we will still be doing digital transformations.