Innovation needs to be part of your culture. Consumers are transforming faster than we are, and if we don't catch up, we are in trouble," said Ian Schafer, one of the most influential voices in interactive marketing and social media. He emphasized that the company's technology or method for processes needs to align with the ever-changing trends. The 21st century way of doing business is through digital marketing because of the high internet users worldwide. It has made online business convenient and easy.