The world today is a different place from what it was a few years ago. For starters, the Internet has taken over our lives. It has changed the way we interact with each other (i.e. social media), it has changed buying behaviour (i.e. online shopping), what we watch and how we watch it (i.e. online video repositories). And, this may be just the tip of the iceberg in terms of what the future may behold.
If the Internet has changed the way consumers behave, organizations that cater to consumers have no choice but to jump on the Internet bandwagon and change everything from marketing to advertising to selling to tracking and delivery.