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

Datesort ascending Title Document Source Publication Marketing Channel
4/2016 Gartner Digital Marketing Transit Map Research Gartner Digital / Social Media, Emerging Channels, Mobile
4/2016 CMOs Must Build An Affinity Channels Strategy To Reach New Audiences Research Forrester Digital / Social Media
4/2016 Mobile Advertising: It's Time To Get Personal Research Forrester Digital / Social Media
4/2016 Shoppers' Use of Mobile Technology Requires Retailers to Accelerate Adoption of Mobility in the Supply Chain Research Gartner Digital / Social Media, Mobile
4/2016 Embrace a New Framework for Social Marketing Measurement Research Gartner Digital / Social Media
4/2016 State of Inbound Channel Marketing 2016 Research Averetek Digital / Social Media, Emerging Channels
3/2016 Earn Buy-In For Content Marketing's Silo-Busting Benefits Research Forrester Digital / Social Media
3/2016 EMARKETER ROUNDUP: MEDIA USAGE AROUND THE WORLD Research eMarketer Digital / Social Media
3/2016 Integrate Social Into Your Marketing RaDaR Research Forrester Digital / Social Media
3/2016 Virtual & Augmented Reality: The Future of Immersive Marketing Research Catalyst Digital / Social Media, Emerging Channels, Mobile
3/2016 Maximize Media ROI With A Customer-Centric Approach Research Forrester Digital / Social Media
3/2016 The L2RM Center Of Excellence Helps Build New Roles, Skills, And Structures For L2R Success 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
3/2016 Follow Four Steps to Find the Right Agency Research Gartner Digital / Social Media
3/2016 Social Media and Societal Marketing: A Path for a Better Wine? Research Journal of Promotion Management Digital / Social Media
3/2016 Adjust Your Investments in Digital Business to Exploit the Economics of Connections Research Gartner Digital / Social Media
3/2016 SENTIMENT ANALYSIS OF SOCIAL NETWORKS AS A CHALLENGE TO THE DIGITAL MARKETING Research Ekonomski Vjesnik Digital / Social Media
3/2016 Draw on Four Social Science Disciplines to Design Digital Business Research Gartner Digital / Social Media
3/2016 Use the Hierarchy of Digital Commerce Marketing Metrics to Balance Business Results Research Gartner Digital / Social Media
3/2016 2016 State of Marketing — 55 Important Business Findings Research The Huffington Post Digital / Social Media, Mobile
3/2016 How Social Media Influences Shopping Behavior Research eMarketer Digital / Social Media
3/2016 Marketing Technology: The Six Developments That Matter the Most in 2016 Research eMarketer Digital / Social Media
2/2016 Social media marketing must start at the top Research Strategic Direction Digital / Social Media
2/2016 Market Trends: Market Research 2016 — Use It or Lose Research Gartner Digital / Social Media
2/2016 Brief: High-Performance Digital Marketing Programs Deliver Clear Business Outcomes Research Forrester Digital / Social Media

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