While majority of firms are now quite active in the field of digital marketing, yet there remain chief executives whose plans are getting disrupted due to this change in landscape. This disruption is higher in developed, more digitally connected countries like Australia and many firms are dying out due to competition from more savvy competitors. The cloud computing platforms, changing workforce, mobile savvy consumers and technology driven supply chain have created this panic and by 2020 further changes are afoot. The IoT (Internet of Things) will further heighten the divide by integrating data, machines and people. As per market research, more than two-fifths of existing jobs in Australia will be under threat of survival by 2020. Also privacy compliances, big data and IPR will become greater issues. Thus digitization will need to be simplified for all to use and accelerate the process of integration. The greater nimbleness thus derived will lead to enhanced business optimization.

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