One of the most exciting aspects of digital marketing is that it’s easier than ever before for advertisers to address consumers at different stages of the sales funnel. As a case in point, consider display advertising. Display advertising is a strategy that’s proven highly effective at building brand awareness and even engendering favorable attitudes from consumers, before they reach the point of purchase.
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In a perfect world, the consumer journey would be simple and straightforward. It might look something like this: An interested customer conducts an online search, and comes across your company website. After visiting the site and reading up on your products and services, the customer decides to make a purchase. That customer either buys the item directly from your ecommerce store, picks up the phone to call you, or drives to your brick-and-mortar location to complete the transaction.
