Steve Ballmer, former CEO of Microsoft and current owner of the Los Angeles Clippers, once said, “The number one benefit of information technology is that it empowers people to do what they want to do. It lets people be creative. It lets people be productive. It lets people learn things they didn't think they could learn before, and so in a sense it is all about potential.” The internet has affected everyday life. One can argue that we have become so dependent on it that we cannot function without its existence. Our everyday lives are put to a halt without this sensation. And it has the same consequence on businesses. Businesses rely on the internet heavily with every day activities. They have grown the past decade simply by incorporating internet into their business plans and operations. The internet has affected the …show more content…
335). With the internet being an integrated part into this strategy, we have seen vast improvements in promotion and distribution. The internet can be seen as a “promotional medium and a physical delivery outlet” (p. 335). We have seen this increase rapidly in the past decade. The internet has made it possible for consumers to reach through all possible channels. The biggest channel power that the internet has affected is the social channel. The continued growth of this channel has allowed businesses to have a bigger impact on the market than ever before. With all the social websites active today, industries are able to promote and reach a wider consumer base. “These new transactional and information channels are changing the landscape of how the consumer buys, browses and socially connects” (Capgemini Consulting). Consumers are able to reach out to these social channels and get the information they are looking for. The internet has made it increasingly convenient for potential consumers to browse and research products they