Media channels are various media a marketer or a company uses to promote, sell and distribute its products or services. With so many choices available, deciding which channels to use and for what purposes can be challenging. This research and case study library contains key research that addresses the strengths of each media channel, how those channels can rise above the noise to provide a lift, the kinds of audiences each channel can research, as well as the value of using multiple media types in a marketing campaign.

Media Channels and Case Study Library

Datesort descending Title Document Source Publication Marketing Channel
3/2009 Measuring marketing: McKinsey Global Survey Results Research McKinsey & Company Any Marketing Channel
12/2009 The Role of TV Commercial Visuals in Forming Memorable and Impressive Destination Images Research Journal of Travel Research TV / Radio
1/2011 Digital Natives: The Generation That Music Product Strategy Forgot Research Forrester Digital / Social Media, TV / Radio
1/2011 Online Social Media as a Driver of Buzz Marketing: Who's Riding? Research International Journal of Online Marketing Digital / Social Media
1/2011 In-store one-to-one marketing Research Journal of Retailing and Consumer Services Digital / Social Media
1/2011 CREATING INNOVATIVE CUSTOMER INNOVATIVE CUSTOMER INTERCEPT THROUGH DIRECT MAIL CD/ROM CAMPAIGN FOR AN ENTREPRENEURIAL SMALL FIRM Research Small Business Institute Research Review Direct Mail
1/2011 How eBusiness Executives At Financial Services Firms Are Successfully Using Twitter Research Forrester Digital / Social Media
1/2011 Put Video At The Heart Of Your Content Strategy Research Forrester Digital / Social Media
2/2011 Built in or bolt on: Why social currency is essential to social media marketing Research Journal of Direct, Data and Digital Marketing Practice Digital / Social Media
2/2011 Can't Pay, Won't Pay: Why Paid Digital Content Isn't Working Research Forrester Digital / Social Media
2/2011 Marketing Essentials: How to Engage the Blogosphere in Media Relations Programs Research Gartner Digital / Social Media
3/2011 The Secret of Television's Success: Emotional Content or Rational Information? Research Journal of Advertising Research TV / Radio
3/2011 Branding Value Of Paid Search Research Forrester Digital / Social Media
3/2011 Following the Fashionable Friend: The Power of Social Media Research Journal of Advertising Research Digital / Social Media
3/2011 TV's Currency Conversion Research Forrester TV / Radio
3/2011 Differentiate With The Five C's Of Community Marketing Research Forrester Digital / Social Media
3/2011 Earned Media: The Intersection Of Interactive Marketing And PR Research Forrester Digital / Social Media
3/2011 Understanding The Intricate Digital Behaviors Of Young Consumers Research Forrester Digital / Social Media
4/2011 Take Control Of Your Social Marketing Program Research Forrester Digital / Social Media
4/2011 Will Facebook Ever Drive eCommerce? Research Forrester Digital / Social Media
4/2011 The New Blogging Strategy For Consumer Brands Research Forrester Digital / Social Media
5/2011 Using Facebook As A Content Platform Research Forrester Digital / Social Media
5/2011 Two hearts in three-quarter time: How to waltz the social media/viral marketing dance Research Business Horizons Digital / Social Media
5/2011 Use Social Media To Boost Your TV Audience Research Forrester Digital / Social Media, TV / Radio
6/2011 Use Surveys To Measure The Brand Impact Of Interactive Marketing Campaigns Research Forrester Digital / Social Media

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