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
9/2015 How Brands Using Social Media Ignite Marketing and Drive Growth: Measurement of Paid Social Media Appears Solid but Are the Metrics for Organic Social Overstated? Research Journal of Advertising Research Digital / Social Media
9/2015 LGBT Baby Boomers Spend Less Time with Social Research eMarketer Digital / Social Media
9/2015 How Much Revenue Does Email Drive? Research eMarketer Digital / Social Media
9/2015 The Four Social Marketing Tools You Need Research Forrester Digital / Social Media
9/2015 Break Through The Hype Of Social Selling Research Forrester Digital / Social Media
9/2015 Predictions 2016: Social Gets Reinforcements Research Forrester Digital / Social Media
9/2015 Migrate Repeat Buyers From Loyal Customer to Brand Advocate Research Gartner Digital / Social Media
8/2015 THE CHANGING FACE OF CO-OP: Digital Media Forges New Opportunities for Brand Managers Research Borrell Associates Digital / Social Media
8/2015 Digital Media Key to Co-Op Program Growth, but Brands Lag Research eMarketer Digital / Social Media
8/2015 Digital Ad Blocking: Will Escalating Usage Imperil Marketing, Monetization Efforts? Research eMarketer Digital / Social Media
8/2015 Brief: Create Social Marketing Videos That Connect With Customers Research Forrester Digital / Social Media
8/2015 The State Of Retailing Online 2015: Marketing And Merchandising Research Forrester Digital / Social Media
8/2015 Brief: Facebook's Free Beacons Will Help Buyers, Retailers, And Marketers Research Forrester Digital / Social Media
8/2015 Evaluate Your Social Marketing Capabilities Research Forrester Digital / Social Media
8/2015 Brief: How B2B Marketers Optimize LinkedIn Research Forrester Digital / Social Media
8/2015 Brief: Use Social Marketing To Advance Customers On Their Financial Services Journey Research Forrester Digital / Social Media
8/2015 It’s Time To Separate “Social” From “Media” Research Forrester Digital / Social Media
8/2015 The Seven Habits of Highly Effective Digital Marketing Leaders Research Gartner Digital / Social Media
8/2015 Social Media and Brand Purchase: Quantifying the Effects of Exposures to Earned and Owned Social Media Activities in a Two-Stage Decision Making Model Research Journal of Management Information Systems Digital / Social Media
7/2015 The role of digital channels in industrial marketing communications Research The Journal of Business & Industrial Marketing Digital / Social Media
7/2015 Antecedents of social media B2B use in industrial marketing context: customers' view Research The Journal of Business & Industrial Marketing 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
7/2015 Multichannel Networks and Digital-First Video Content: Growing Audiences Beyond the YouTube Core Research eMarketer Digital / Social Media
7/2015 Mobile Games: A Large Audience, But Limited Ad Spending (So Far) Research eMarketer Digital / Social Media
7/2015 TV Campaigns Extend Reach via Facebook Ads Research eMarketer Digital / Social Media

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