 Businesses can now use social media to select the age range, location, gender and interests of whom they would like their targeted post to be seen by.Furthermore, based on a customer's recent search history they can be ‘followed’ on the internet so they see advertisements from similar brands, products and services, This allows businesses to target the specific customers that they know and feel will most benefit from their product or service, something that had limited capabilities up until the digital era.Digital marketing activity is still growing across the world according to the headline global marketing index.