The proliferation of technology in recent years has dramatically changed the way in which consumers behave and engage with businesses and brands. Media channels are becoming increasingly fragmented and digital media is becoming more and more popular. With this growth comes an opportunity for businesses to engage with their audiences in new and innovative ways. Most experts believe that digital is not just another channel for marketing, but a separate discipline that requires a new approach and understanding of consumer behaviour. If utilised correctly digital marketing can have a positive impact on businesses.