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

Digital marketing has changed the flow of distribution channels. It has done this by allowing the channels to become shorter. Products may pass directly from the producer to the consumer, via a digital marketer. This means that instead of having multiple channels in distribution there might just be three. Producer, virtual marketer and consumer. It could also be just producer and consumer (Kleindl, Brad, 1996:10).

product from the producer and then sells it to the retailer at an increased price. The retailer then advertises the product to promote it to the consumer. The retailer also sells the product to the consumer at an increased price. This process makes for very long channels with increased costs of the products.

An example of what digital marketing means to a company can be shown by Wal-Mart. In August Wal-Mart launched their online web site. This s

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