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 page 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 Research and Case Studies

Datesort ascending Title Document Source Publication Marketing Channel
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 2015 Full Year IAB Consumer Usage Digital Trend Report Research Interactive Advertising Bureau Digital / Social Media, Emerging Channels, Mobile
3/2016 Strategic Approach in Social Media Marketing and a Study on Successful Facebook Cases Research European Scientific Journal Any Marketing Channel
3/2016 How Social Media Influences Shopping Behavior Research eMarketer Digital / Social Media
3/2016 Advertising Media Planning, Optimal Pricing, and Welfare Research Journal of Economics & Management Strategy TV / Radio
3/2016 Marketing Technology: The Six Developments That Matter the Most in 2016 Research eMarketer Digital / Social Media
3/2016 EMARKETER ROUNDUP: MEDIA USAGE AROUND THE WORLD Research eMarketer Digital / Social Media
3/2016 Follow Four Steps to Find the Right Agency Research Gartner Digital / Social Media
3/2016 Adjust Your Investments in Digital Business to Exploit the Economics of Connections Research Gartner Digital / Social Media
3/2016 Use the Hierarchy of Digital Commerce Marketing Metrics to Balance Business Results Research Gartner Digital / Social Media
3/2016 Understanding the Invisibility of the Asian-American Television Audience: Why Marketers Often Overlook "Model" Consumers Research Journal of Advertising Research TV / Radio
3/2016 Draw on Four Social Science Disciplines to Design Digital Business Research Gartner Digital / Social Media
3/2016 Advertising Mail: Past and Present Research USPS OIG Direct Mail
3/2016 2016 State of Marketing — 55 Important Business Findings Research The Huffington Post Digital / Social Media, Mobile
3/2016 Paper and pixels: Putting a digital stamp on direct mail Research ANA Magazine Direct Mail
2/2016 Digital & Media Predictions 2016 Research Millward Brown Any Marketing Channel
2/2016 Making sense of metaphor: The impact of target-group-specific headlines in direct mail Research Journal of Marketing Communications Direct Mail
2/2016 Market Trends: The Impact of Mobile Device Proliferation on Consumer Research Research Gartner Mobile
2/2016 Business is calling: Click-to call and mobile marketing Research Journal of Digital & Social Media Marketing Mobile
2/2016 Market Trends: Market Research 2016 — Use It or Lose Research Gartner Digital / Social Media
2/2016 Analysis of the Impact of Mobile Marketing on Passenger Experience and Satisfaction at the Airport Research International Journal of Innovation, Management and Technology Mobile
2/2016 Brief: High-Performance Digital Marketing Programs Deliver Clear Business Outcomes Research Forrester Digital / Social Media
2/2016 Maturity Model for Mobile Marketing Research Gartner Mobile