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

Datesort ascending Title Document Source Publication Marketing Channel
12/2015 Cross-Device Targeting: First-Party Data, TV and Privacy Are Big Factors for 2016 Research eMarketer Digital / Social Media
12/2015 Build an Influencer Social Marketing Program That Delivers Results Research Gartner Digital / Social Media
12/2015 Q&A: The Marketer's Guide To Launching Social Proactive Care Research Forrester Digital / Social Media
12/2015 Use These Five Best Practices for Success in Life Science Digital Multichannel Marketing Research Gartner Digital / Social Media
12/2015 Take Three Steps Toward Social Success Research Forrester Digital / Social Media
12/2015 The Medium is the Marketplace: Digital Systems and the Intensification of Consumption Research Canadian Journal of Communication Digital / Social Media
12/2015 DIGITAL & MEDIA PREDICTIONS 2016: MARKETING, TECHNOLOGY AND THE EVOLVING MEDIA MIX Research Millward Brown Digital / Social Media
11/2015 Move to a Digital Marketing Brief to Create Customer-Centric Marketing Programs Research Gartner Digital / Social Media
11/2015 Social Media Marketing: Applying the Uses and Gratifications Theory in the Hotel Industry Research Journal of Hospitality Marketing & Management Digital / Social Media
11/2015 Market Guide for Email Marketing Research Gartner Digital / Social Media
11/2015 Take Five Steps to Build Mobile Into Your Digital Commerce Research Gartner Digital / Social Media
11/2015 Your Customers Demand Valuable Content Research Forrester Digital / Social Media
11/2015 Putting Real-Time Interaction Management Into Context Research Forrester Digital / Social Media, Mobile
11/2015 Predictions 2016: Social Media Risk Research Forrester Digital / Social Media
11/2015 Toolkit: Compare Your Digital Marketing Spending With Your Peers', 2015-2016 Research Gartner Digital / Social Media
11/2015 Buy Buttons: The Next Step in Social Commerce Research eMarketer Digital / Social Media
11/2015 Social media as the path to a marketing strategy: Companies must become “curators” to meet the challenge Research Strategic Direction Digital / Social Media
11/2015 Are Sponsored Social Posts the Most Effective Marketing Channel? Research eMarketer Digital / Social Media
11/2015 Predicts 2016: Intelligent Marketing Technology Will Bring Generational Change Research Gartner Digital / Social Media
10/2015 Branded Video Marketing Success Starts With Customer-Centric Distribution Research Forrester Digital / Social Media
10/2015 Five Steps for Event-Triggered Multichannel Marketing Research Gartner Digital / Social Media
10/2015 Use Three Digital Commerce Marketing Techniques to Increase In-Store Sales Research Gartner Digital / Social Media
10/2015 Social media marketing evaluation using social network comments as an indicator for identifying consumer purchasing decision effectiveness Research Journal of Direct, Data and Digital Marketing Practice Digital / Social Media
10/2015 E-marketing orientation and social media implementation in B2B marketing Research European Business Review Digital / Social Media
10/2015 What Is the Visual Web? Research eMarketer Digital / Social Media

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