From technology standpoint, per se, the world is changing at a pace like never before. The physical and digital world is merging into one. In last 2 decades, technology has made our life increasingly dependent on it. From booking a cab to ordering food; from buying groceries to finding a job; consuming entertainment to managing business, everything is online now. Internet has become the 4th necessity only after “ Roti, Kapda and Makaan”. Computer and mobile are as important, if not more, as lungs and kidney. Lol! In this wave of digitisation, no business is untouched. And I am sure you will agree that if your business has to thrive and succeed in coming times, it is of utmost importance for you to have basic understanding about opportunities (or platforms) that can be utilised for your business’s needs and requirements. Digital marketing offers an array of campaigns and opportunities for your business. Before delving into strategies and tactics, just as a traveler must first absorb the breathtaking panorama of a new land before embarking on a journey, as a business owner you also must understand the vast and ever-changing digital landscape before harnessing its power for maximising the benefits you can reap from it. This chapter will give you a bird’s overview about some facts, data, changing dynamics of world – giving you a context for a new perspective and contemplation in the realm of digital marketing. By taking the time to absorb the view first, we can gain valuable insights, chart a clear path forward, and maximize the benefits for our businesses.
