Distribution

Since the introduction of the World Wide Web in 1990 it has grown from a means of communicating for physicists to having more than forty million users. This tremendous growth and interest in the Internet can only mean that great opportunities lie ahead for companies and their products.

Digital marketing is changing how businesses are able to get their product to the consumer. It is allowing the channels of distribution to become shorter. In order to understand the channels of distribution and how they are becoming shorter, the concept must be explained. The traditional channels of distribution consist of the product, producer, wholesaler, retailer, and the consumer. This means that first there is a product. Then there has to be someone to produce the product. The product is usually produced in mass quantity. Then the wholesaler purchases the

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What this means is that digital marketers will be able to provide information to prospective buyers and the buyers will be able to provide commentary back to the marketer as to what they like and don’t like about the product.

Digital marketing has changed the flow of distribution channels. This process makes for very long channels with increased costs of the products. Because of the interactive facet to digital marketing Wal-Mart will be able to count the value of the advertising as they have not been able to do in the past with print ads. product from the producer and then sells it to the retailer at an increased price. In August Wal-Mart launched their online web site. The first day of the site being open for open on the Internet they had about one million Internet users stop by their site in one day. Products may pass directly from the producer to the consumer, via a digital marketer. In the past the effective methods of advertising have been print, television and radio (among others). The producer will be able to deliver the product directly to the consumer with the help of the digital marketer and the shipper of the product. With the help if digital marketing Wal-Mart has a very real chance to expand its customer base. This means that instead of having multiple channels in distribution there might just be three. It could also be just producer and consumer (Kleindl, Brad, 1996:10).

Approximate Word count = 583
Approximate Pages = 2 (250 words per page double spaced)

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