Marketers have been exposed to the benefits of digitalisation thanks to the rise of social media marketing and search engine marketing, as well as the exponential growth of e-commerce. However, digital marketing isn’t much more than moving customers to digital channels and increasing spending on digital media. Digital technology has the potential to change the way marketers do business. In other aspects, technology will enable data-driven, predictive, contextual, augmented, and agile marketing. We identify the five key components of Marketing 5.0 based on how sophisticated technology provides value to marketing. Predictive marketing, contextual marketing, and enhanced marketing are the three applications that make up Marketing 5.0. Those applications, however, are based on two organisational disciplines: data-driven and agile marketing.