The 10P of Digital Marketing

The term "Marketing" is used in very different meanings, ranging from covering all aspects of market-oriented business mgmt to the merely operational planning and execution of campaigns and promotions. With reference to the latter definition, "Digital Marketing" is often confined to the employment of digital technologies for the purpose of delivering communication.

Such confined view on "Digital Marketing" however doesn't capture the strategic dimension, which should come first: in the same way as Strategic Marketing begins with thorough market research and customer understanding to develop the value proposition, position the brand and to define the marketing mix for customer approach, Digital Marketing should contribute to all these aspects  - it should comprise the 10P, which are laid out in this article. Digital technologies have the power to radically augment the entire value chain of marketing: