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Technology has always been considered as the greatest boon to the development of mankind. Business organisations since early centuries have indicated technological innovations to be the tool for standing out in the market. However, technology was then only a part of the production process but its contribution in the marketing and advertisement have been realised later with the development of media channels (Tsai, 2003).

In the present era, technology is deemed to rule the market in various forms by rendering the world to be a smaller place where people can interact wherever and whenever digitally through cloud computing.  With such development in technology, business organisations are readily investing huge amounts to embrace it and reap the fruits out of it. On one hand where application software for mobile and computers have made customer’s access to a company’s product easy and hassle free, digital marketing on the other hand has made the company’s efforts to be directed appropriately at the consumers most of whom are tech savvy in the present world (Tansey, 2003).

Therefore, companies all over the world and across different industries are constantly using technology as their weapon to exploit the business opportunities prevailing in their respective sectors.