Digital Marketing
We prefer to use the terminology "digital marketing channels" rather than "types" as each channel that can be used to reach potential customers can be complex depending on the level of integration and tactics you apply across your digital marketing strategy and campaigns. Our RACE planning framework maps the online customer journey across all potential touchpoints, showing the scale and opportunity digital marketing provides - more than just "a website" or "a Facebook page".
The 5Ds of digital marketing
Digital devices
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.
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.
Digital Media - Different paid, owned and earned communications channels for reaching and engaging audiences including advertising, email and messaging, search engines and social networks.
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.
Digital Technology - The marketing technology or martech stack that businesses use to create interactive experiences from websites and mobile apps to in-store kiosks and email campaigns.
