# Digital world
Impact of the digital world on business
We are a society driven by digital technology. Such is its impact that there are countries where citizens don’t have running water, basic electricity but own smartphones. It doesn’t matter if you’re a major company or a work at home mum or dad business, digital marketing has an incredible influence on people’s interactions, work, purchases, and life habits, it’s caught some businesses out who thought that it would be just a new passing fad.