Creating an effective marketing strategy that represents an organization’s brand and meets business objectives is essential. Marketers are tuning their efforts to connect with consumers wherever they are to achieve complete customer-centric engagement. In order to stay relevant in today’s digital era, organizations must strategically coordinate their communications efforts across a variety of communication channels and use those channels clearly and consistently to maximize impact. Integrated communications uses both traditional and digital media to effectively engage consumers.

Tapping into omni-channel marketing, tracking insights into consumer behavior and media consumption, and staying on top of media and marketing trends and technologies are vital to successfully connecting and relating to today’s consumers. Marketers must stay abreast of new technologies, ideas and trends in a constantly changing future. This page contains essential research and case studies that span marketing channels and industries that any marketer- novice or seasoned – will find highly beneficial and relevant.

Integrated Communications Research and Case Studies

Date Title Document Sourcesort descending Publication Marketing Channel
7/2015 Ad Campaigns Reimagined Research Acxiom Any Marketing Channel
4/2016 Embracing the Unique Viewer Research FreeWheel Any Marketing Channel
3/2013 STAY AWAY FROM ME: Examining the Determinants of Consumer Avoidance of Personalized Advertising Research Journal of Advertising Any Marketing Channel
8/2014 Motivational effects and age differences of gamification in product advertising Research Journal of Consumer Marketing Any Marketing Channel
5/2014 Unleashing the Power of Cross-Platform Advertising Research Association of National Advertisers Any Marketing Channel
7/2016 Building Brands That Attract + Engage Fans Research CMO Council Any Marketing Channel
2/2016 Digital & Media Predictions 2016 Research Millward Brown Any Marketing Channel
12/2016 TOOLKIT 2017 ‘DARK SOCIAL’ AND CHAT APPS Research Warc Any Marketing Channel
5/2014 Media Buying’s Evolution Challenges Research Forrester Any Marketing Channel
5/2016 The Purpose-Built Experience Research CMO Council Any Marketing Channel
7/2015 Can marketing automation be the glue that helps align sales and marketing? Research Journal of Direct, Data and Digital Marketing Practice Any Marketing Channel, Emerging Channels
3/2017 US Digital Media Usage: A Snapshot of 2017 Research IBM Any Marketing Channel
3/2015 Research Report: 2014 Omnichannel Marketing Research Association of National Advertisers Any Marketing Channel
1/2016 Predicting Routes to Revenue Research CMO Council Any Marketing Channel
7/2015 Marketing automation: Lessons learnt so far … Research Journal of Direct, Data and Digital Marketing Practice Any Marketing Channel
3/2017 Omni-channel Report Card Self Assessment Research IBM Any Marketing Channel
11/2015 BIA/Kelsey's U.S. Local Advertising Forecast for 2016 Research BIA/Kelsey Any Marketing Channel
8/2015 Brand Attraction From Enriched Interaction Research CMO Council Any Marketing Channel
5/2016 The Coming Wave Of Virtual Reality Research Forrester Any Marketing Channel
4/2017 The Enterprise Guide to Omni-Channel Marketing Research Loyalytics Any Marketing Channel
1/2016 2016 RSW/US New Year Outlook Report: Agency and Marketer Perspective on the Business of Advertising and Marketing Research RWS/US Any Marketing Channel
5/2013 Move Beyond Campaigns To Tap Hidden Customer Potential Research Forrester Any Marketing Channel
7/2016 Augmented Reality: Emerging Tools To Explore Research Forrester Any Marketing Channel
4/2017 2017 Email Benchmarks & Trends Report Research Inbox Marketer Any Marketing Channel
3/2013 Advertising Analytics 2.0 Research Harvard Business Review Any Marketing Channel

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