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 digital marketing 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|
|6/2017||Multi-channel Campaign Increases Engagement and Donations||Case Study||Digital / Social Media, Direct Mail, Mobile|
|6/2017||Cross-Media Marketing Campaign Delivers Strong ROI for CPAs||Case Study||Digital / Social Media, Direct Mail|
|6/2017||Business School Uses Sequencing to Increase Applicants||Case Study||Digital / Social Media, Direct Mail|
|6/2017||Why Online Word-of-Mouth Measures Cannot Predict Brand Outcomes Offline||Research||Advertising Research Foundation||Digital / Social Media|
|6/2017||Bringing Programmatic Home||Research||Pebble Post||Digital / Social Media|
|6/2017||Social Media Data Cookbook - For Marketers||Research||Hootsuite||Digital / Social Media|
|5/2017||The Everywhere Brand||Research||Yext||Digital / Social Media|
|5/2017||Email Deliverability Guide||Research||Yes LifeCycle Marketing||Digital / Social Media|
|5/2017||Report: Email Marketing Benchmarks—Relevancy, Frequency, Deliverability and Mobility||Research||eMarketer||Digital / Social Media|
|5/2017||Email Benchmark Report: The New Age of Email Marketing||Research||Yes LifeCycle Marketing||Digital / Social Media|
|5/2017||The Growth Marketer's Guide to Email Metrics||Research||Iterable||Digital / Social Media|
|4/2017||4 Steps to Boosting Your Email Marketing Strategy||Research||BounceX||Digital / Social Media|
|4/2017||2017 Email Benchmarks & Trends Report||Research||Inbox Marketer||Any Marketing Channel|
|4/2017||Location-Based Marketing in Retail Roundup||Research||eMarketer||Digital / Social Media|
|4/2017||The Complete Guide to Social Media for B2B Marketers||Research||Salesforce Pardot||Digital / Social Media|
|4/2017||The 8 Biggest Mistakes Email Marketers Make and How to Avoid Them||Research||Marketo||Digital / Social Media|
|4/2017||State of Online Retail Performance||Research||Soasta||Any Marketing Channel|
|4/2017||2017 Consumer Trends Report||Research||Crimson Hexagon||Digital / Social Media|
|4/2017||The User Engagement Top 100 Report: Email Marketing in E-Commerce.||Research||Iterable||Digital / Social Media, Mobile|
|4/2017||The Fundamentals of Social Media Analytics||Research||Crimson Hexagon||Any Marketing Channel|
|4/2017||Personalization Roadmap: 6 Steps to Creating a Personalized Customer Experience||Research||Yes LifeCycle Marketing||Digital / Social Media|
|4/2017||C-Suite Series: A Marketer's Guide to Behavioral Email||Research||Bouncex||Digital / Social Media, Mobile|
|3/2017||Infographic Commerce Snapshot||Research||eMarketer||Digital / Social Media|
|3/2017||Digital Assistants: Reordering Consumer Lives & Redefining Digital Marketing||Research||iProspect||Digital / Social Media|
|3/2017||What’s the Big Deal? A Look Inside 6 Different Types of Email Offers||Research||YesMail||Digital / Social Media|