Hey Sarah! Thanks for reading.

That's a challenging question to answer because...it depends.

For example, I know of brands that use social media channels as an awareness driver or for CRM. Others, depending on their business, might use it for commerce.

You could use influencer marketing for awareness or perception shift. Depending on the influencer, some can convert.

Paid media can fulfill a myriad of objectives. It can reach people who don't know about your business and drive awareness. Re-targeting ads can get them through the evaluation stage to conversion...it all depends.

Email can be used in evaluation/conversion and loyalty and retention.

It depends on what your business does, who your customers are, where they reside, what your objectives and the best channels to align service them on every step of the customer journey.

I hope that helps! I might consider an article on multi-channel marketing, but that's not something I really do anymore. I'm immersed in brand, customer definition, and content creation.