Marketing has always been about getting the right message to the right people at the right time, no matter the medium.
Digital tactics, such as social media, online search, display ads, and email, have added layers of precision to this tried-and-true mission. They allow marketers to home in on the best message for their target audience and automate delivery timing for optimal exposure.
Some of these digital channels perform well across the customer journey, helping brands build awareness and consideration, influence conversions, and earn loyalty. But many others see drop-offs in effectiveness at various stages. In fact, a 2019 report...