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 Titlesort descending 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

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