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
5/2015 How to Build Segments and Personas for Digital Marketing Research Gartner Digital / Social Media
4/2015 SMBs Put Their Money Where Success Is: Websites Research eMarketer Digital / Social Media
4/2015 Personalized Ads Lift Brand Favorability, Purchase Intent Research eMarketer Digital / Social Media
4/2015 Do B2B Content Marketers Struggle to Keep Ideas Coming? Research eMarketer Digital / Social Media
4/2015 Use This Formula to Focus Your Social Marketing Strategy Research Gartner Digital / Social Media
4/2015 Will Facebook Pass YouTube for Video Ads? Research eMarketer Digital / Social Media
4/2015 The use of Web analytics for digital marketing performance measurement Research Industrial Marketing Management Digital / Social Media
4/2015 Programmatic Creative: Look to Existing Processes for Guidance, Creating Ads on the Fly: Fostering Creativity in the Programmatic Era Research eMarketer Digital / Social Media
4/2015 Video Advertising Benchmarks: What Metrics Can (and Can't) Tell You About the Bigger Picture Research eMarketer Digital / Social Media, TV / Radio
4/2015 Tweets, hashtags and virality: Marketing the Affordable Care Act in social media Research Journal of Direct, Data and Digital Marketing Practice Digital / Social Media
4/2015 Social Network Ad Spending to Hit $23.68 Billion Worldwide in 2015 Research eMarketer Digital / Social Media
4/2015 2015: The Year Of The Big Digital Shift Research Forrester Digital / Social Media
4/2015 Social Media Marketing in Luxury Retail Research International Journal of Online Marketing Digital / Social Media
4/2015 Millennials and Social Media: Gauging How Facebook and Other Networks Fit in Their Lives Research eMarketer Digital / Social Media
3/2015 Filtered Photos Still Brands' Instagram Go-To Research eMarketer Digital / Social Media
3/2015 Do YouTubers Fuel Purchase Intent Among Teens? Research eMarketer Digital / Social Media
3/2015 Facebook Helps Millennials Keep Up with Headlines Research eMarketer Digital / Social Media
3/2015 How to Build a Digital Commerce Marketing Strategy Research Gartner Digital / Social Media
3/2015 Advertising in social media: a review of empirical evidence Research International Journal of Advertising Digital / Social Media
3/2015 Typologies and touchpoints: designing multi-channel digital strategies Research Journal of Research in Interactive Marketing Digital / Social Media
3/2015 Advance Your Social Marketing Maturity Research Forrester Digital / Social Media
3/2015 Influencer Marketing: All It's Cracked Up to Be? Research eMarketer Digital / Social Media
3/2015 Digital Teens: Looking at How Technology Pervades Their Lives Research eMarketer Digital / Social Media
3/2015 Digital Marketers Continue Love Affair with Data Research eMarketer Digital / Social Media
2/2015 Follow Best Practices To Encourage Digital Money Management Use Research Forrester Digital / Social Media

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