Coming from a commerce background, I have always been intrigued by the ever-changing, dynamic business environment. In the 21st century, consumer demand has shifted from sophisticated solutions to simpler ones where all information is available at the click of a button. Being a frequent online shopper, I recently realised the importance of digital marketing and the huge impact it has on consumer demand. Online presence has become crucial for all businesses. Not only does it make the business easily accessible to the target consumers but also allows consumers to browse through the inventory at their convenience and ask questions through e-mails. Most of us have accounts on social media where we frequently encounter advertisements on various websites. These advertisements have a much higher chance of attracting consumer attention than do billboards or brochures. Learning the various tools of digital marketing from Great Lakes Institute of Management as part of their Post Graduate Program in Strategic Digital Marketing equipped me to make informed decisions for the growth of any business by analysing the data obtained online. This further enabled me to improve the entire customer service experience by helping the business grow. My experience at EY can further help me apply my finance basics to my digital marketing career and help businesses flourish by ensuring them a strong and impressive online presence.