In the age of digital marketing, a number of firms are worried about future. The cost of technology change has often been blamed for ills. Industries such as utilities, pharmaceuticals, oil and gas have been rated as per market research conducted, as least threated due to their status as providing customers with most essential products and their products being physical. The travel industry across the spectrum has been hit hardest hurting tourism jobs. Lufthansa chief executive has accepted defeat in the mobile phone segments which has far outperformed his own industry over the years. Financial technology firms meanwhile are replacing jobs earlier performed by traditional banks. Thus the ‘hunt or be hunted’ maxim continues to ideally sum up this stage of business development.