In the past, marketing efforts were hard to measure. Businesses would invest a lot of money into advertising to promote their brand, however, it was expensive, often too expensive for SMEs and difficult to accurately track the ROI. These days, it is easier for businesses to reach people who are likely to buy from them, with less money. This makes marketing in the digital age a lot more affordable for small business, with the added benefit of tracking the ROI. The digital age has really leveled the playing field, when it comes to reaching buyers, for SMEs.