No longer is digital seen as just another channel. I believe that viewing it this way has many dangers. Digital is too pervasive in our lives to be called a mere channel. Television is a channel, but you don’t carry a TV around in your pocket. Digital, and in particular its exploding mobile elements, has been pulled into every facet of our lives. It is as relevant to a developing nation as it is to the ‘first world’, and can have an empowering impact whether you are a business executive or you live in a rural area. The Internet is now everywhere, and for marketers it has become a non-negotiable part of the marketing mix.