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Secondly, the global digital showcase. The Web offers an unprecedented opportunity to showcase organizational promotions, histories, product details and information that is not feasible in traditional offline media. The ability of the Web to offer multimedia web sites which can give the most basic click to buy and in-depth corporate history and product detail from the same address gives marketers much greater promotional freedom than they have experienced in the offline world. In particular, using the Internet as a support medium also allows for mixed media promotion where interest is generated in offline advertising, and details are provided online.

Thirdly, the little piggy goes to the world wide market. The Internet has altered the market dynamics in that here is now less need to rely on complex distribution channels to get products to market. This is a dual edged sword though ¨C smaller businesses may become more independent in their distribution, but larger businesses have found that their reliance on intermediaries and distributions has increased. For example, Pepsi and Coke are two of the best know brands in the world, and yet you still cannot order a can of cola from their web sites. Their size, global position, and complex established distribution chains have limited the extent to which they can direct sell from their web site.