Media channels are various media a marketer or a company uses to promote, sell and distribute its products or services. With so many choices available, deciding which channels to use and for what purposes can be challenging. This research and case study library contains key research that addresses the strengths of each media channel, how those channels can rise above the noise to provide a lift, the kinds of audiences each channel can research, as well as the value of using multiple media types in a marketing campaign.

Media Channels and Case Study Library

Datesort ascending Title Document Source Publication Marketing Channel
2/2011 Marketing Essentials: How to Engage the Blogosphere in Media Relations Programs Research Gartner Digital / Social Media
2/2011 Built in or bolt on: Why social currency is essential to social media marketing Research Journal of Direct, Data and Digital Marketing Practice Digital / Social Media
2/2011 Can't Pay, Won't Pay: Why Paid Digital Content Isn't Working Research Forrester Digital / Social Media
1/2011 In-store one-to-one marketing Research Journal of Retailing and Consumer Services Digital / Social Media
1/2011 Online Social Media as a Driver of Buzz Marketing: Who's Riding? Research International Journal of Online Marketing Digital / Social Media
1/2011 CREATING INNOVATIVE CUSTOMER INNOVATIVE CUSTOMER INTERCEPT THROUGH DIRECT MAIL CD/ROM CAMPAIGN FOR AN ENTREPRENEURIAL SMALL FIRM Research Small Business Institute Research Review Direct Mail
1/2011 Digital Natives: The Generation That Music Product Strategy Forgot Research Forrester Digital / Social Media, TV / Radio
1/2011 Put Video At The Heart Of Your Content Strategy Research Forrester Digital / Social Media
1/2011 How eBusiness Executives At Financial Services Firms Are Successfully Using Twitter Research Forrester Digital / Social Media
12/2009 The Role of TV Commercial Visuals in Forming Memorable and Impressive Destination Images Research Journal of Travel Research TV / Radio
3/2009 Measuring marketing: McKinsey Global Survey Results Research McKinsey & Company Any Marketing Channel

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