Technological advancements are changing the way we live and consume information. Increasingly, consumers are utilizing digital and social platforms to both acquire and share experiences with products and services. This consumer generated “buzz” is playing a crucial role in how individuals are making consumption related decisions. The persuasive power of traditional marketing channels is being diluted and marketers are scrambling to both understand and influence today’s tech-savvy customers, who have the power to research information and seek out the opinions of friends and relative (and sometimes strangers). Spending on digital marketing is rising with 80% of companies planning to increase their digital budget with digital ads estimated to make up 41.4% of total media ad expenditures by 2019.