Impact of direct/online marketing on traditional channels

In the era of globalization, everything is connected through internet. Almost every other person has an access to the online marketing channels where they can order anything that they desire for. Using Google to find out where the product that they desire would be available and then going straight away to the website to order the same thing is becoming very common now a days. Traditional channels that were earlier put in place i.e. the retailers and wholesalers are losing significance as time is changing. This paper presents an impact of direct/online marketing channel on these traditional channels as they are losing their significance with time. It also puts forward the reasons why direct/online channels are being promoted such that they are being seen as the future of marketing rather than the conventional retailers and wholesalers based on my observation developed with the help of interviewing consumers. These points are studied with the help of marketing model followed by Dell Computer Corporation. Dell developed a direct marketing model so as to establish close relationship with the customers and the various other reasons discussed in the paper. The conclusion suggests that there should be a balance between the two channels so that none of them suffers.