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
1/2014 Established Media Brands Fend Off Social Newcomers To Top TRUE Brand Rankings Research Forrester Digital / Social Media
12/2015 The Medium is the Marketplace: Digital Systems and the Intensification of Consumption Research Canadian Journal of Communication Digital / Social Media
7/2015 The Social Programs Every B2C Marketer Should Study Research Forrester Digital / Social Media
9/2014 How the industry is marketing menthol cigarettes: the audience, the message and the medium Research Tobacco Control Print
5/2017 Email Deliverability Guide Research Yes LifeCycle Marketing Digital / Social Media
1/2016 Exploring the integration of social media within integrated marketing communication frameworks Research Marketing Intelligence & Planning Digital / Social Media
4/2016 State of Inbound Channel Marketing 2016 Research Averetek Digital / Social Media, Emerging Channels
11/2013 Enhancing Mail for Digital Natives Research USPS OIG Digital / Social Media, Direct Mail
4/2015 Do B2B Content Marketers Struggle to Keep Ideas Coming? Research eMarketer Digital / Social Media
10/2012 Develop Content Capabilities Now Research Forrester Digital / Social Media
3/2015 Typologies and touchpoints: designing multi-channel digital strategies Research Journal of Research in Interactive Marketing 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
3/2011 Earned Media: The Intersection Of Interactive Marketing And PR Research Forrester Digital / Social Media
6/2017 Mobile Marketing Guide: Effective SMS Campaigns that Engage and Convert Research Listrak Mobile
5/2013 Social media: Listening to act, listening to learn Research Journal of Digital & Social Media Marketing Digital / Social Media
2/2016 The Internet of Media and Entertainment Things: What Marketers Need to Know Now Research eMarketer Digital / Social Media, TV / Radio
1/2015 UNUM: Inaugural direct-to-consumer campaign Research DMA International ECHO Awards, 2015 Direct Mail
4/2012 Consider Viability When Evaluating Social Monitoring Vendors Research Gartner Digital / Social Media
11/2011 Marketing Essentials: Four Ways to Strengthen IT-Based Quantitative Consumer Research Using the Internet and Mobile Devices Research Gartner Mobile
6/2015 Advanced Analytics for Marketing: Five Representative Use Cases Research Gartner Digital / Social Media
11/2011 When To Hire A Social Media Boutique Agency Research Forrester Digital / Social Media
2/2015 Brief: Take Social Customer Service Beyond Your Own Walled Garden Research Forrester Digital / Social Media
12/2011 Introducing the Ad ECG Research Journal of Advertising Research TV / Radio
12/2014 Billboard and cinema advertising: Missed opportunity or spoiled arms? Research International Journal of Research in Marketing Print, TV / Radio
10/2017 Empowering your events marketing with email Research Dot Mailer Any Marketing Channel

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