Digital advertising has now allowed businesses to reach out to consumers at a much lower cost compared to traditional advertising and lowered the barrier of entry to advertising. The ease of tapping onto digital marketing channels such as Facebook, Instagram, TikTok and even the world’s largest search engine Google, is a game changer for SMEs who are now able to compete on the same landscape as the bigger players. With social media and Google being the prevalent sources of information and entertainment, it becomes essential for both businesses and individuals to acquire the skills to maximise outreach and sales through these channels.