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

Date Title Document Sourcesort descending Publication Marketing Channel
2/2015 Hispanic-Americans, Mobile Advertising and Mobile Services Research Journal of Promotion Management Mobile
11/2012 Organize For The Always Addressable Customer Research Forrester Digital / Social Media
3/2013 Electronic word-of-mouth and online reviews in tourism services: the use of twitter by tourists Research Electronic Commerce Research Digital / Social Media
8/2011 US Interactive Marketing Forecast, 2011 To 2016 Research Forrester Digital / Social Media, Mobile, TV / Radio
11/2011 Context effects of TV programme-induced interactivity and telepresence on advertising responses Research International Journal of Advertising TV / Radio
10/2017 Roundup: Mobile Commerce 2017 Research eMarketer Mobile
7/2011 The Five Ways Interactive Marketers Should Use Social Data Research Forrester Digital / Social Media
5/2016 Exploring the Effect of Store Characteristics and Interpersonal Trust on Purchase Intention in the Context of Online Social Media Marketing Research Journal of Internet Commerce Digital / Social Media
1/2017 Mobile Retail Trends Report: Mobile Shopping & Influence During Cyber Week 2016 Research Urban Airship Mobile
9/2016 Loyalty Programs May Sway Big-Box Store Shoppers this Holiday Research eMarketer Mobile
8/2012 Improve With Simple Innovations Research Forrester Digital / Social Media
5/2013 SoLoMo' Is the Mantra of the Mobile Marketing Master Research Gartner Digital / Social Media, Mobile
9/2015 Migrate Repeat Buyers From Loyal Customer to Brand Advocate Research Gartner Digital / Social Media
1/2014 High-tech marketing communication in the automotive industry: a content analysis of print advertisements Research International Journal of Business Environment Print
3/2015 Advertising in social media: a review of empirical evidence Research International Journal of Advertising Digital / Social Media
3/2013 The Good News About Television: Attitudes Aren't Getting Worse: Tracking Public Attitudes toward TV Advertising Research Journal of Advertising Research TV / Radio
12/2011 The Right Way To Globalize Your Interactive Marketing Programs Research Forrester Digital / Social Media
12/2015 Publish or Perish: A CMO Roadmap for Managing, Systematizing and Optimizing the Marketing Content Supply Chain Research Forbes CMO Practice Digital / Social Media
4/2017 Getting Direct With Direct Mail Research United States Postal Service Direct Mail
6/2015 Furniture Retailers and Digital Commerce: Trends and Benchmarks Research eMarketer Digital / Social Media
7/2015 Ad Campaigns Reimagined Research Acxiom Any Marketing Channel
10/2015 Closed-Loop Marketing in Pharma Has Yet to Close the Loop Research Gartner Digital / Social Media
3/2013 Survey Shows Consumer Goods Manufacturers Can Gain Competitive Advantage Through Digital Marketing Research Gartner Digital / Social Media
1/2015 Use Social Data To Improve Your Social Marketing Maturity Research Forrester Digital / Social Media
1/2014 Television Advertising and Online Search Research Management Science Digital / Social Media, TV / Radio

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