Like the 4 Ps of conventional marketing, digital marketing has its own set of 5 Cs. Those five are consumer, context, content, commerce and convergence. Consumer is now much better connected and informed. The context enables personalization. Content can be disseminated using buyer personas which may be gauged using data. Commerce involves the purchasing process and channels which must be most easy to access for buyers. The last one convergence is further sub divided into technology, skills, data and organizational convergence.