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Within channels it could be your Adwords Display, search or re-marketing campaign or perhaps it could be your Facebook ads.
I must say that ever since the beginning of the social media, startegyThe ma strategy has changed to a level that hard to belive, In my line of work we do follow both e commerce methode and the traditional campaighn methodes, Personally i like the Ecommerce way but geographically it is inot applicable in some areas of the work.For Examble new gen people are aware about the E commerce but the older genarations are not completelly aware about it so so it is a combination of both that currently using.
I work for an Airline Finance IT Solution Company, now to answer your second part of the question I think Facebook, Google Adwords, and Emotional contents has been the greatest success in generating leads for eCommerce websites. For example: - buy something for a particular social cause Or gift your mom this mother day etc.. etc...
For our business its been linkedin since we are a B2B business, linkeind sponsored content has been a huge lead generation platform for us.
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