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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 …

…offer upscale items at hefty discounts. 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. When a consumer sees something they wish to purchase they just put a request in for the product, pay via credit card and the product arrives forty-eight hours later, thanks to UPS (Discount Store News, August 1996:1).