We prefer to use the terminology “digital marketing channels” instead of “types”, since each channel that can be used to reach potential customers can be complex depending on the level of integration and the tactics that apply to their strategy and digital marketing campaigns. .
Our RACE planning framework maps the online customer journey through all potential points of contact, showing the scale and opportunity provided by digital marketing, rather than “a website” or “a Facebook page”.
5 d’s of digital marketing
To understand the importance of digital marketing for the future of marketing in any business, it is useful to think about what interactions with the audience we should understand and manage.
Nowadays, digital marketing involves many more types of interaction with the audience than the website or email … It implies managing and taking advantage of these “Digital 5Ds” that I defined in the introduction to the last update of my Marketing Digital: Strategy, planning and book implementation.
The 5Ds define opportunities for consumers to interact with brands and for companies to reach and learn from their audiences in different ways:
1.Digital devices: audiences experience brands when they interact with business websites and mobile applications through a combination of connected devices that include smartphones, tablets, desktop computers, televisions and gaming devices.
2. Digital platforms: most of the interactions on these devices are made through a browser or applications of the main platforms or services, which are Facebook (and Instagram), Google (and YouTube), Twitter and LinkedIn.
3. Digital media: different communication channels paid, owned and earned to reach attractive audiences, such as advertising, email and messaging, search engines and social networks.
4.Digital data: the information that companies collect about their audience profiles and their interactions with companies, which must now be protected by law in most countries.
5.Digital technology: marketing technology or the Martech stack used by companies to create interactive experiences from websites and mobile applications to kiosks in stores and email campaigns.