In November 1994, CDNow launched its BuyWeb program. CDNow had the idea that music-oriented websites could review or list albums on their pages that their visitors might be interested in purchasing. These websites could also offer a link that would take visitors directly to CDNow to purchase the albums. The idea for remote purchasing originally arose from conversations with music label Geffen Records in the fall of 1994. The management at Geffen wanted to sell its artists' CD's directly from its website but did not want to implement this capability itself. Geffen asked CDNow if it could design a program where CDNow would handle the order fulfillment. Geffen realized that CDNow could link directly from the artist on its website to Geffen's website, bypassing the CDNow home page and going directly to an artist's music page.[14]

Robert Parker, 25, from Leeds joined MoreNiche in 2004 after failing to find work as a fitness instructor. He began by placing ads on his blog and now makes £40,000 for a 20-hour week promoting health and beauty products across his 15 websites. "The first six months is hard – I didn't know what I was doing and was making about £200 a month," he says. "But you have to regard it as a business and, in a year, once you've put in the time marketing your website, mastering search engine rankings and adapting your content, you can give up the day job."

As mentioned earlier, technology and the internet allows for 24 hours a day, 7 days a week service for customers as well as enabling them to shop online at any hour of that day or night, not just when the shops are over and across the whole world. This is a huge advantage for retailers to use it and direct customers from the store to its online store. It has also opened up an opportunity for companies to only be online based rather than having an outlet or store due to the popularity and capabilities of digital marketing.

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