India had 200 million internet users in 2013. By 2017, we will have 500 million internet users. India has 28 per cent online penetration, while the advertising share for digital advertising is only 9.5 percent. There is potential to grow in digital space. Apart from budget, advertiser must consider the content and timing while using the digital media. Advertisers benefit  a lot as the digital media give them a lot of data. It also offers a variety. Each digital platform is unique. Facebook helps targeting the desired customers. Twitter is a conversational platform. It can leverage these conversations. Digital media are used for multiplier effect. Instagram pictures and videos can be used, shared across several media. Pinterest encourages microtargeting. Facebook and Twitter are still the best for brands, since they have a huge following. At the same time, other marketing platform must not be ignored such as Instagram, Pinterest and Snapchat. Some are suited for the younger audience. Instagram is a highly visual platform. A company can create content specic for it. Though digital ad spends have increased, creativity across social media platforms have not . Digital strategy is just treated as an extension of the traditional advertising.