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
9/2016 Podcast: Finding and Activating Influencers Research Gartner Digital / Social Media
5/2014 Unleashing the Power of Cross-Platform Advertising Research Association of National Advertisers Any Marketing Channel
9/2011 The Repetition-Break Plot Structure Makes Effective Television Advertisements Research Journal of Marketing TV / Radio
12/2014 Brief: Stop Measuring Social Engagement Research Forrester Digital / Social Media
6/2011 Marketing To Millennials: The Next Generation Of Purchasing Power Research Forrester Digital / Social Media
10/2013 The Competitive Impact of Targeted Television Advertisements Using DVR Technology Research International Journal of Advertising TV / Radio
12/2018 eMarketer Report: Email Marketing Benchmarks  Research eMarketer Any Marketing Channel
1/2015 Mobile Advertising Effectiveness on Gen Y's Attitude and Purchase Intentions Research International Journal of Marketing & Business Communication Mobile
8/2016 The Performance Advertiser’s Guide to Instagram Research Ad Roll Digital / Social Media
2/2012 How Analytics Helps Consumer Goods Brand Managers With Marketing Mix Modeling Research Gartner Digital / Social Media
11/2015 Toolkit: Compare Your Digital Marketing Spending With Your Peers', 2015-2016 Research Gartner Digital / Social Media
8/2015 By 2017 the CMO will Spend More on IT Than the CIO Research Gartner Any Marketing Channel
3/2014 Social media marketing in the wellness industry Research TQM Journal Digital / Social Media
7/2016 Drive Social Marketing Success With The POST Process Research Forrester Digital / Social Media
9/2011 Shopper Marketing Breaks Out Of The Store Research Forrester Digital / Social Media
12/2015 Q&A: The Marketer's Guide To Launching Social Proactive Care Research Forrester Digital / Social Media
11/2016 The path to 2020: Marketers seize the customer experience Research The Economist Intelligence Unit Any Marketing Channel
4/2017 Location-Based Marketing in Retail Roundup Research eMarketer Digital / Social Media
12/2015 Use These Five Best Practices for Success in Life Science Digital Multichannel Marketing Research Gartner Digital / Social Media
9/2014 What the Growth in Social Commerce Means to Marketers Research Gartner Digital / Social Media
9/2015 Use of Social Media as a New Investigative Tool in Marketing Research for Small Business Research International Journal of e-Education, e-Business, e-Management and e-Learning Digital / Social Media
9/2014 Avoid the Shiny-Object Syndrome in Your Mobile Marketing Strategy Research Gartner Mobile
4/2014 Decipher The Digital Intelligence Technology Code Research Forrester Digital / Social Media
1/2012 THE EVOLUTION OF SOCIAL MEDIA AS A MARKETING TOOL FOR ENTREPRENEURS Research The Entrepreneurial Executive Digital / Social Media
8/2015 Brief: How B2B Marketers Optimize LinkedIn Research Forrester Digital / Social Media