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

Datesort ascending Title Document Source Publication Marketing Channel
5/2016 Mobile Shopper Marketing: Key Issues, Current Insights, and Future Research Avenues Research Journal of Interactive Marketing Mobile
5/2016 Planning and implementing effective mobile marketing programs Research Business Horizons Mobile
5/2016 Exploring the Effect of Store Characteristics and Interpersonal Trust on Purchase Intention in the Context of Online Social Media Marketing Research Journal of Internet Commerce Digital / Social Media
4/2016 Direct Marketing: An Imperative In Building Effective Communication In Hospitality Enterprises Research Journal of Advertising Direct Mail
4/2016 Three Steps Toward a Connected Mobile Marketing Strategy: Step Two, Mobile Marketing Analytics Research Gartner Mobile
4/2016 Gartner Digital Marketing Transit Map Research Gartner Digital / Social Media, Emerging Channels, Mobile
4/2016 Trends In The Evolution Of Mobile Commerce Research Quaestus Mobile
4/2016 Embrace a New Framework for Social Marketing Measurement Research Gartner Digital / Social Media
4/2016 Shoppers' Use of Mobile Technology Requires Retailers to Accelerate Adoption of Mobility in the Supply Chain Research Gartner Digital / Social Media, Mobile
4/2016 State of Inbound Channel Marketing 2016 Research Averetek Digital / Social Media, Emerging Channels
4/2016 The 2016 Digital Marketer Research Experian Marketing Services Digital / Social Media
4/2016 How to Align Customer Experience With Marketing Channel Operations Research Gartner Digital / Social Media
4/2016 What Marketers Need to Understand About Augmented Reality Research Harvard Business Review Digital / Social Media, Emerging Channels, Mobile
4/2016 Media Inflation Trends Research AAAA Any Marketing Channel
4/2016 Brief: Choose From Four Approaches To Build Your Community Research Forrester Any Marketing Channel
4/2016 Behind the Mind: How the brain reacts to printed and digital communication Research PostNord Digital / Social Media, Print
4/2016 Embracing the Unique Viewer Research FreeWheel Any Marketing Channel
4/2016 CMOs Must Build An Affinity Channels Strategy To Reach New Audiences Research Forrester Digital / Social Media
4/2016 Mobile Advertising: It's Time To Get Personal Research Forrester Digital / Social Media
3/2016 Maximize Media ROI With A Customer-Centric Approach Research Forrester Digital / Social Media
3/2016 The L2RM Center Of Excellence Helps Build New Roles, Skills, And Structures For L2R Success Research Forrester Digital / Social Media
3/2016 The economic worth of product placement in prime-time television shows Research International Journal of Market Research TV / Radio
3/2016 Strategic Approach in Social Media Marketing and a Study on Successful Facebook Cases Research European Scientific Journal Any Marketing Channel
3/2016 2016 State of Marketing — 55 Important Business Findings Research The Huffington Post Digital / Social Media, Mobile