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

Date Title Document Sourcesort descending Publication Marketing Channel
12/2013 Mobile Plays a Critical Role in Your Digital Marketing Strategy Research Gartner Mobile
7/2015 A Bias For Action Research Canada Post Direct Mail
5/2012 How Social Media Is Changing Brand Building Research Forrester Digital / Social Media
2/2015 Follow Best Practices To Encourage Digital Money Management Use Research Forrester Digital / Social Media
2/2016 Making sense of metaphor: The impact of target-group-specific headlines in direct mail Research Journal of Marketing Communications Direct Mail
1/2014 The Role of the Marketing Mix in Television Media and the Concept of “Consumer Audience” Research Economic Development TV / Radio
5/2016 Gamification and Mobile Marketing Effectiveness Research Journal of Interactive Marketing Mobile
2/2017 Tuned In: The Brain’s Response to Ad Sequencing Research USPS OIG Digital / Social Media, Direct Mail
10/2011 Marketing Essentials: New Digital Options for Qualitative Consumer Insight Research Gartner Digital / Social Media
9/2013 THE GLOBAL MEDIA INTELLIGENCE REPORT Research eMarketer Digital / Social Media
3/2013 Advertising Analytics 2.0 Research Harvard Business Review Any Marketing Channel
3/2011 Understanding The Intricate Digital Behaviors Of Young Consumers Research Forrester Digital / Social Media
7/2016 You Don't Need A "Social Marketing" Strategy Research Forrester Digital / Social Media
11/2014 Publicity and advertising: what matter most for sales? Research European Journal of Marketing Print
3/2016 Integrate Social Into Your Marketing RaDaR Research Forrester Digital / Social Media
8/2015 THE CHANGING FACE OF CO-OP: Digital Media Forges New Opportunities for Brand Managers Research Borrell Associates Digital / Social Media
1/2016 2016 Industry Benchmarks for 7 Key Measurements Research Return Path Digital / Social Media
2/2015 Five Reasons Executives Are Investing in Digital Marketing Research Gartner Digital / Social Media
3/2016 Use the Hierarchy of Digital Commerce Marketing Metrics to Balance Business Results Research Gartner Digital / Social Media
5/2015 The Marketing Effectiveness of Social Media in the Hotel Industry: A Comparison of Facebook and Twitter Research Journal of Hospitality & Tourism Research Digital / Social Media
3/2016 How Social Media Influences Shopping Behavior Research eMarketer Digital / Social Media
5/2014 How To Create A Social Depth Strategy Research Forrester Digital / Social Media
3/2012 The B2B Interactive Brand Ecosystem Research Forrester Digital / Social Media
9/2015 Case Study: Spring Airlines' Digital Business Takes Off With Social Marketing Research Forrester Digital / Social Media
12/2011 Five Easy Improvements For B2B Financial Services Interactive Marketers Research Forrester Digital / Social Media

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