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|
|10/2016||Connected Consumer Roundup||Research||eMarketer||Digital / Social Media, Mobile|
|10/2016||How Do Social Apps Stack Up?||Research||Forrester||Digital / Social Media, Mobile|
|10/2016||Motorcycle Manufacturer Uses Customer Feedback to Increase Engagement||Case Study||Digital / Social Media|
|10/2016||Multi-Channel Marketing Campaign Increased Company’s Sales||Case Study||Digital / Social Media, Direct Mail|
|10/2016||How Analytics Drives Customer Life-Cycle Management||Research||Forrester||Digital / Social Media|
|10/2016||Car Dealership Uses New Buyer, Personalized Packet to Increase Loyalty||Case Study||Digital / Social Media|
|10/2016||Online Retailer Finds Successful Campaign to Reach Email Unsubscribers||Case Study||Digital / Social Media, Direct Mail|
|10/2016||Grocer Used Customer Data to Create Marketing Profile for Each Store Location||Case Study||Digital / Social Media, Direct Mail, Print|
|10/2016||Interactive Technology Used to Improve Bottled Water Sales||Case Study||Digital / Social Media, Direct Mail, Mobile|
|10/2016||Instagram Advertising: What Marketers Need to Know||Research||eMarketer||Digital / Social Media|
|10/2016||Virtual Reality Industry Report: Fall 2016||Research||Greenlight Insights||Digital / Social Media, Emerging Channels, Mobile|
|10/2016||US DIGITAL MEDIA USAGE: A SNAPSHOT OF 2016||Research||eMarketer||Digital / Social Media|
|10/2016||Drive Returns With Adaptive Content Promotion||Research||Forrester||Digital / Social Media|
|10/2016||Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand||Research||Journal of Business Research||Digital / Social Media|
|10/2016||Magic Quadrant for Social Software in the Workplace||Research||Gartner||Digital / Social Media|
|10/2016||SOCIAL MEDIA MARKETING: THE NEXT GENERATION OF BUSINESS ENGAGEMENT||Research||International Journal of Management Research and Reviews||Digital / Social Media|
|9/2016||What Video Ad Length Is Best on Facebook?||Research||eMarketer||Digital / Social Media|
|9/2016||Advertising Mail Innovations||Research||USPS OIG||Digital / Social Media, Direct Mail, Mobile|
|9/2016||IAB-Edison Research Podcast Advertising Study||Research||Interactive Advertising Bureau||Digital / Social Media, Emerging Channels|
|9/2016||Internet Users in Canada Love and Fear Social Media||Research||eMarketer||Digital / Social Media|
|9/2016||Podcast: Finding and Activating Influencers||Research||Gartner||Digital / Social Media|
|9/2016||Email Continues to Deliver Strong ROI and Value for Marketers||Research||eMarketer||Digital / Social Media|
|9/2016||Use A/B and Multivariate Testing to Improve Marketing Programs||Research||Gartner||Digital / Social Media|
|8/2016||The Performance Advertiser’s Guide to Instagram||Research||Ad Roll||Digital / Social Media|
|8/2016||Three Steps to Enrich the Customer Experience With Contextualized Communications||Research||Gartner||Digital / Social Media|