Email, social media, pop up ads and website banners ads are all key tools for a digital marketing strategy. Digital marketing is the promotion of products or services using one or more forms of electronic media to connect consumers to a company’s website.
Email is a trackable advertising communication delivered to an online address. Ads can be text only or contain images, videos, or links to other websites. If metrics show an email is not performing well, marketers can quickly make changes to the ad, product, or offer.
Social media marketing focuses on creating content that attracts a consumer’s attention and will encourage sharing across social networks. This form of marketing, which is relatively inexpensive, is driven by word-of-mouth, meaning it is earned media rather than paid media. As popular as it is, it is hard to quantify to what extent social media marketing actually contributes to a company’s profit.
Pop-up ads are a form of internet advertising used to reach on-line consumers as they search for a keyword or term. The goal is to capture the user’s email address for future advertising.
Website banner ads appear as on-line display advertising. The goal is to capture the company’s website by enticing the consumer to click on the banner ad, be linked to the site and provide email information.
This page contains research on how various digital channels are used to grab the consumer’s attention, drive traffic to a desired channel, and increase sales in today’s technologically driven society.
Digital/Social Media Research and Case Studies
|Date||Title||Document Source||Publication||Marketing Channel|
|1/2011||Online Social Media as a Driver of Buzz Marketing: Who's Riding?||Research||International Journal of Online Marketing||Digital / Social Media|
|1/2011||Digital Natives: The Generation That Music Product Strategy Forgot||Research||Forrester||Digital / Social Media, TV / Radio|
|1/2011||Put Video At The Heart Of Your Content Strategy||Research||Forrester||Digital / Social Media|
|1/2011||In-store one-to-one marketing||Research||Journal of Retailing and Consumer Services||Digital / Social Media|
|1/2011||How eBusiness Executives At Financial Services Firms Are Successfully Using Twitter||Research||Forrester||Digital / Social Media|
|2/2011||Built in or bolt on: Why social currency is essential to social media marketing||Research||Journal of Direct, Data and Digital Marketing Practice||Digital / Social Media|
|2/2011||Can't Pay, Won't Pay: Why Paid Digital Content Isn't Working||Research||Forrester||Digital / Social Media|
|2/2011||Marketing Essentials: How to Engage the Blogosphere in Media Relations Programs||Research||Gartner||Digital / Social Media|
|3/2011||Following the Fashionable Friend: The Power of Social Media||Research||Journal of Advertising Research||Digital / Social Media|
|3/2011||Understanding The Intricate Digital Behaviors Of Young Consumers||Research||Forrester||Digital / Social Media|
|3/2011||Branding Value Of Paid Search||Research||Forrester||Digital / Social Media|
|3/2011||Earned Media: The Intersection Of Interactive Marketing And PR||Research||Forrester||Digital / Social Media|
|4/2011||The New Blogging Strategy For Consumer Brands||Research||Forrester||Digital / Social Media|
|4/2011||Will Facebook Ever Drive eCommerce?||Research||Forrester||Digital / Social Media|
|4/2011||Take Control Of Your Social Marketing Program||Research||Forrester||Digital / Social Media|
|5/2011||Using Facebook As A Content Platform||Research||Forrester||Digital / Social Media|
|5/2011||Two hearts in three-quarter time: How to waltz the social media/viral marketing dance||Research||Business Horizons||Digital / Social Media|
|5/2011||Use Social Media To Boost Your TV Audience||Research||Forrester||Digital / Social Media, TV / Radio|
|6/2011||Marketing To Millennials: The Next Generation Of Purchasing Power||Research||Forrester||Digital / Social Media|
|6/2011||Use Surveys To Measure The Brand Impact Of Interactive Marketing Campaigns||Research||Forrester||Digital / Social Media|
|6/2011||Social CRM: How a $5,000 Investment in Social CRM Yielded $440,000 in Sales||Research||Gartner||Digital / Social Media|
|6/2011||Brand And The Impact For eBusiness||Research||Forrester||Digital / Social Media|
|6/2011||Marketing Essentials: Management Guide to Digital Marketing 2.0||Research||Gartner||Digital / Social Media|
|6/2011||Crowdsourcing Gains Legitimacy For Advertisers||Research||Forrester||Digital / Social Media, Mobile, TV / Radio|
|7/2011||Fans, Friends, and Followers: Social Media in the Retailers' Marketing Mix||Research||The Journal of Applied Business and Economics||Digital / Social Media|