To understand the importance of digital to the future of marketing in any business, it’s helpful to think about what audience interactions we need to understand and manage. Marketing today is about many more types of audience interaction than website or email.

The 5Ds define the opportunities for consumers to interact with brands and for businesses to reach and learn from their audiences in different ways:

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 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 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.

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