In January 2019, there were 4.4 billion internet users in the world, a rise of 366 million when compared to January 2018. Of the total number of global internet users, 3.9 billion accessed the internet through their mobile phones while 3.5 billion were active on various social media platforms such as Facebook, YouTube, Instagram, and WhatsApp. A similar growth was visible even in the relatively underdeveloped South Asian region where internet penetration had increased from 36% in January 2018 to 42% in January 2019. With more and more people logging on to the internet, digital marketing – an umbrella term used to describe the process of marketing goods and services using digital technologies – had emerged as an important component of a company’s marketing mix ...

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