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
6/2016 Use Customer Journey Analytics to Align Marketing and Digital Commerce Research Gartner Digital / Social Media
5/2012 How Social Media Is Changing Brand Building 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
5/2016 Gamification and Mobile Marketing Effectiveness Research Journal of Interactive Marketing Mobile
10/2011 Marketing Essentials: New Digital Options for Qualitative Consumer Insight Research Gartner Digital / Social Media
4/2017 Personalization Roadmap: 6 Steps to Creating a Personalized Customer Experience Research Yes LifeCycle Marketing Digital / Social Media
9/2015 Case Study: Spring Airlines' Digital Business Takes Off With Social Marketing Research Forrester Digital / Social Media
3/2013 Advertising Analytics 2.0 Research Harvard Business Review Any Marketing Channel
1/2016 THE STATE OF SOCIAL MARKETING Research Simply Measured Digital / Social Media
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
8/2015 THE CHANGING FACE OF CO-OP: Digital Media Forges New Opportunities for Brand Managers Research Borrell Associates Digital / Social Media
2/2015 Five Reasons Executives Are Investing in Digital Marketing Research Gartner Digital / Social Media
5/2017 The ROI of Automation Research Salesforce Pardot Emerging Channels
6/2015 Analysis of content creation in social media by B2B companies Research Journal of Business & Industrial Marketing 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 Virtual & Augmented Reality: The Future of Immersive Marketing Research Catalyst Digital / Social Media, Emerging Channels, Mobile
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
12/2011 Five Easy Improvements For B2B Financial Services Interactive Marketers Research Forrester Digital / Social Media
12/2014 Six Considerations When Integrating Paid Media Into Social Marketing Research Gartner Digital / Social Media
7/2017 Hitting the Mark 2017 Research Dot Mailer Digital / Social Media
12/2015 Scent in Mail: The Effect of Scented Direct Mailings Research Journal of Economics and Behavioral Studies Direct Mail