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
8/2013 Three Steps to Build a Digital Marketing Strategy With Mobile Extensions for Retail Banks Research Gartner Digital / Social Media, Mobile
10/2015 Digital Advertising Insights: A Treasure Chest For CMOs To Open Research Google Digital / Social Media
3/2016 Social Media and Societal Marketing: A Path for a Better Wine? Research Journal of Promotion Management Digital / Social Media
1/2015 2015 Social Media Trends & Opportunities Research SMK Digital / Social Media
11/2012 Organize For The Always Addressable Customer Research Forrester Digital / Social Media
9/2014 The Social Media Handbook/YOUTILITY, Why Smart Marketing Is about Help Not Hype/Jab, Jab, Jab, Right Hook Research Journalism & Mass Communication Educator Digital / Social Media
3/2013 Electronic word-of-mouth and online reviews in tourism services: the use of twitter by tourists Research Electronic Commerce Research Digital / Social Media
7/2011 Branding over Internet and TV Advertising Research Journal of Promotion Management TV / Radio
6/2017 Social Media Data Cookbook - For Marketers Research Hootsuite Digital / Social Media
2/2015 Digital Display Advertising: Nine Things to Know for 2015 Research eMarketer Digital / Social Media
3/2016 2015 Full Year IAB Consumer Usage Digital Trend Report Research Interactive Advertising Bureau Digital / Social Media, Emerging Channels, Mobile
5/2015 Conjoint Analysis for Social Media Marketing Experimentation: Choice, Utility Estimates and Preference Ranking Research Managerial and Decision Economics Digital / Social Media
3/2013 Forecast: Mobile Advertising, Worldwide, 2008-2015 Research Gartner Mobile
8/2012 Value Your Subscribers More Accurately Research Forrester Digital / Social Media
9/2011 Use Social Intelligence To Improve Email Marketing Success Research Forrester Digital / Social Media
1/2014 High-tech marketing communication in the automotive industry: a content analysis of print advertisements Research International Journal of Business Environment Print
3/2012 How Much Is Too Much? The Collective Impact of Repetition and Position In Multi-Segment Sports Broadcast Research Journal of Advertising Research TV / Radio
8/2017 Subject Line Benchmarks Research Yes LifeCycle Marketing Any Marketing Channel
3/2015 Advertising in social media: a review of empirical evidence Research International Journal of Advertising Digital / Social Media
3/2012 If you love something, let it go mobile: Mobile marketing and mobile social media 4×4 Research Business Horizons Digital / Social Media, Mobile
8/2013 Case Study: BBVA Drives Online Banking Use With Game Mechanics Research Forrester Digital / Social Media
12/2015 Publish or Perish: A CMO Roadmap for Managing, Systematizing and Optimizing the Marketing Content Supply Chain Research Forbes CMO Practice Digital / Social Media
11/2015 Move to a Digital Marketing Brief to Create Customer-Centric Marketing Programs Research Gartner Digital / Social Media
7/2015 Ad Campaigns Reimagined Research Acxiom Any Marketing Channel
3/2011 The Secret of Television's Success: Emotional Content or Rational Information? Research Journal of Advertising Research TV / Radio

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