As the internet continues to stake out an increasingly important position in the lives of both businesses and consumers, one area in which the changes are particularly noticeable, and particularly important to digital marketing professionals, is the purchasing process.

McKinsey Quarterly reports that digital marketers must engage consumers from beginning to end in the purchasing process in order to see the best results. According to the report, doing so can bring revenue increases of between 10 and 20 percent.

The traditional method of brand marketing before the purchase and promotions at the point of sale doesn‘t cut it anymore, said the report. This is because consumers are now more engaged than ever, doing things like discussing products and purchases on social media websites, reading online reviews, and seeking word-of-mouth recommendations.

"This information flow not only empowers consumers but also allows marketing departments to be part of the conversation consumers have as they actively learn about product categories and evaluate choices," said McKinsey Quarterly. "In fact, both business-to-consumer (B2C) and business-to-business (B2B) purchasers increasingly want marketers to help them make smart decisions. They just don‘t want to feel subjected to the hard sell - they expect marketers to engage them, not dictate to them."

One way marketers are embracing this trend is through establishing a presence on social media platforms. With more than 400 million active users on Facebook alone, the possibilities are endless.