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At a high level, digital marketing refers to advertising delivered through digital channels such as search engines, websites, social media, email, and mobile apps. While this term covers a wide range of marketing activities, all of which are not universally agreed upon, we’ll focus on the most common types below.

Digital marketing is any form of marketing products or services that involves electronic devices.

That’s the reason it has been around for decades (because electronics have) and why it doesn’t necessarily have anything to do with content marketing, Google ads, social media or retargeting.

Digital marketing can be done both online and offline.

And, both kinds matter for a well-rounded digital marketing strategy.

 

The 5Ds of digital marketing

 

  • 1. Digital devices – audiences experience brands as they interact with business websites and mobile apps typically through a combination of connected devices including smartphones, tablets, desktop computers, TVs and gaming devices.

 

 

  • 2. Digital platforms – most interactions on these devices are through a browser or apps from the major platforms or services, that’s Facebook (and Instagram), Google (and YouTube), Twitter and LinkedIn.

 

  • 3. Digital media –communications channels for reaching and engaging audiences including advertising, email and messaging, search engines and social networks.

 

  • 4. Digital data – the insight businesses collect about their audience profiles and their interactions with businesses, which now needs to be protected by law in most countries.

 

  • 5. Digital technology – the marketing technology  that businesses use to create interactive experiences from websites and mobile apps to in-store kiosks and email campaigns.