the 5 d's of digital marketing

What Are the 5 D’s of Digital Marketing? – In this article I write about the 5 D’s of Digital Marketing.

You will learn what are the 5 D’s of Digital Marketing and why they are important for your business.

If you want to learn more about Marketing, Digital Marketing and Online Marketing, make sure you check my other article:

If you need help with your strategy, make sure you check our Digital Marketing agency services.

What is Marketing?

Marketing is the set of activities, processes and procedures put in place to create and exchange value with a given target audience, generally through the selling of products or services.

It is generally divided into two main sub-categories: B2B and B2C.

What is B2B Marketing?

B2B marketing is any form of marketing that is targeting businesses and organisations.

What is B2B Marketing?

B2B marketing is any form of marketing that is targeting consumers directly.

What Are the Types of Marketing?

Marketing is divided into four types, according to a categorisation by Philip Kotler, International Marketing Chair Holder at Northwestern University since 1988:

  • Marketing 1.0
  • Marketing 2.0
  • Marketing 3.0
  • Marketing 4.0

What is Marketing 1.0?

Marketing 1.0 is what most of the companies do. It’s about creating good quality products and generating revenue by offering them to an audience.

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What is Marketing 2.0?

Marketing 2.0 is about understanding consumers’ behaviour and adjusting products and services accordingly. This is possible thanks to the progress made by digital analytics tools.

What is Marketing 3.0?

Marketing 3.0 is about providing ‘product, service and value’ at the same time. It’s about understanding the context in which consumers operate and providing value to improve their current scenario.

What is Marketing 4.0?

Marketing 4.0 is about merging online and offline initiatives. It’s the most recent of the marketing definitions and it’s based on 5 A’s.

What Are the 5 A’s of Marketing 4.0?

The 5 A’s of marketing 4.0 are:

  • Ask
  • Advise
  • Assess
  • Assist
  • Arrange

What is Digital Marketing?

As I wrote in the article that I quote just above:

It is a form of marketing that uses any digital channel or platform to create and exchange value with a target audience.

It can include both online and offline marketing strategies.

What is Online Marketing?

Online Marketing is a type of Digital Marketing that uses any online channel or platform to create and exchange value with a target audience.

What Are the 5 D’s of Digital Marketing?

The 5 D’s of Digital Marketing are:

  • Digital Devices
  • Digital Platforms
  • Digital Media
  • Digital Data
  • Digital Technology

Digital Devices

Digital Devices include the devices that people use almost everyday. These can be used to target an audience for marketing purposes.

  • Laptop and desktop computers
  • Mobile phones
  • Tablets
  • Smart TVs
  • Gaming devices
  • Smart watches

Digital Platforms

These are the platforms users interact with on a regular basis. They can be used for marketing purposes:

  • Social media
  • Search engines
  • Websites
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Digital Media

Digital Media are paid and / or owned channels that can be used to reach your audience. They include:

  • Online advertising
  • Social media marketing
  • Messaging
  • Email marketing

Digital Data

Digital Data are data about your target audience being used to achieve a marketing goal. Generally, data about your target audience can be captured via:

  • Contact forms
  • Surveys
  • Apps

Digital Technology

Digital Technology is all about the technology being used with a marketing objective. Some examples are:

  • Artificial intelligence (AI)
  • Augmented reality (AR)
  • Virtual reality (VR)


The featured image on this blog post is by Elio Santos on Unsplash

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Digital Marketing by Dave Chaffey

If you want to learn more about the 5 D’s, you can check the book ‘Digital Marketing’ by Dave Chaffey on Amazon. This streamlined seventh edition provides comprehensive, practical guidance on how companies can get the most out of digital media and technology to meet their marketing goals.


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