What modern marketers really do now is we really focus on Facebook and Instagram, YouTube and Display and it’s usually through that mobile
device. Because millions of people have access to this (mobile) device and we can actually reach out to that audience directly through targeted advertising.

From there, we’ve got the Google phase which is basically, once your customers have found that product they’ve been searching
for, as a marketer you can then direct that person down to an actual directory listings type setup. So it’s very similar to the Yellow Pages, where someone is search for particular service and there you are.

And then you’ve got your decision making stage as well, your website, which is really where your housing your products and services, and where your brand lives.

The thing that hasn’t really changed that much over the years is the retention aspect of things. Retention is still the same as we still want to keep our customer email list. We still want to market to our customers on a database. And we can do that on an ongoing basis, so that hasn’t really changed over the past 10 years.

Why I really love the vertical of e-commerce and I like to be active within this space, because of the paid advertising component. It’s instant and it shows results as well as direct transactions.

This representation of the digital marketing funnel is the world that our marketing teams, and campaign managers actually manage the ads on a daily basis.

This is world that they look at and it’s using advertising to drive traffic from that awareness phase all the way down to the retention phase and keeping the customer and then transacting as well throughout that whole phase.

So, lots of things are going on here in this diagram, but for (very commonly) a lot of active digital clients, we’ve got all of these channels turned on, such as Banner Ads, Facebook / Instagram, Google Shopping, Facebook Remarketing, Remarketing Lists that we’re running it’s all constantly out there ready to capture new and current audiences. It’s the always on type strategy that we’ve got going.

I’m just going to talk about two channels further on its own which is Facebook and Google Shopping which we know in the e-commerce space is probably the most effective channels for it today. It’s going to generate the most revenue from day one. So if you started putting money into these channels, your most likely going to get some sales.