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|
|11/2012||"Owner" And "Sponsor" B2B Community Success Metrics||Research||Forrester||Digital / Social Media|
|1/2015||'You Media': audiencing as marketing in social media||Research||Media, Culture & Society||Digital / Social Media|
|11/2012||2013 Planning Brief: Listen To Customers, Engage With Influencers||Research||Forrester||Digital / Social Media|
|3/2016||2015 Full Year IAB Consumer Usage Digital Trend Report||Research||Interactive Advertising Bureau||Digital / Social Media, Emerging Channels, Mobile|
|1/2015||2015 Social Media Trends & Opportunities||Research||SMK||Digital / Social Media|
|4/2015||2015: The Year Of The Big Digital Shift||Research||Forrester||Digital / Social Media|
|7/2016||2016 B2B Budget Plans Show That It's Time For A Digital Wake-Up Call||Research||Forrester||Digital / Social Media|
|1/2016||2016 Industry Benchmarks for 7 Key Measurements||Research||Return Path||Digital / Social Media|
|3/2016||2016 State of Marketing — 55 Important Business Findings||Research||The Huffington Post||Digital / Social Media, Mobile|
|1/2017||2017 App Marketing Guide||Research||Loyalytics||Digital / Social Media|
|4/2017||2017 Consumer Trends Report||Research||Crimson Hexagon||Digital / Social Media|
|4/2017||2017 Email Benchmarks & Trends Report||Research||Inbox Marketer||Any Marketing Channel|
|4/2017||4 Steps to Boosting Your Email Marketing Strategy||Research||BounceX||Digital / Social Media|
|9/2014||A Marketing Analytics Framework for CMOs||Research||Gartner||Digital / Social Media|
|7/2015||A marketing communications approach for the digital era: Managerial guidelines for social media integration||Research||Business Horizons||Digital / Social Media|
|4/2013||A Repeatable Framework for Building Great Digital Campaigns||Research||Gartner||Digital / Social Media|
|8/2016||Ad Spending In Niche Channels Spells The End Of Online Advertising As We Know It||Research||Forrester||Digital / Social Media|
|3/2016||Adjust Your Investments in Digital Business to Exploit the Economics of Connections||Research||Gartner||Digital / Social Media|
|3/2015||Advance Your Social Marketing Maturity||Research||Forrester||Digital / Social Media|
|6/2015||Advanced Analytics for Marketing: Five Representative Use Cases||Research||Gartner||Digital / Social Media|
|3/2015||Advertising in social media: a review of empirical evidence||Research||International Journal of Advertising||Digital / Social Media|
|9/2016||Advertising Mail Innovations||Research||USPS OIG||Digital / Social Media, Direct Mail, Mobile|
|12/2014||Agenda Overview for Social Marketing, 2015||Research||Gartner||Digital / Social Media|
|4/2013||Align Your B2B Community Marketing With Your Customers' Life Cycle||Research||Forrester||Digital / Social Media|
|12/2012||An Empirical Study of Email-Based Advertisement and its Influence on Consumers' Attitude||Research||International Review of Management and Marketing||Digital / Social Media|