EY conducted a study on social media marketing. Despite the presence of channels such as Facebook, Twitter, Instagram and YouTube, brands still prefer a website to engage with the customers. They already consider mobile as the primary screen of choice. Most brands have mobile app and mobile friendly website. Digital ad spend is growing fastest. It grew by 47.5 per cent in 2016. Most brands prefer a 360 degree approach to communication, In digital space, content creation, sustaining engagement and measuring effectiveness are the three challenges. Brands may take a beating on social media, but they do not have plans to respond to such flogging. Instagram is becoming popular. Video viewing is the most preferred engagement. Brands have adopted programmatic. Instead of downloads, the metrics that could be applied to apps are measuring transactions and positive reviews. The same could be extended to content. Aggregated apps such as Chat bots may complement or substitute company apps in future.