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
7/2013 The Social Behaviors Of Your B2B Customers Research Forrester Digital / Social Media
5/2013 Using Internet Behavior to Deliver Relevant Television Commercials Research Journal of Interactive Marketing TV / Radio
9/2012 Understanding social media effects across seller, retailer, and consumer interactions Research Journal of the Academy of Marketing Science Digital / Social Media
12/2011 Five Easy Improvements For B2B Financial Services Interactive Marketers Research Forrester Digital / Social Media
3/2017 Infographic Commerce Snapshot Research eMarketer Digital / Social Media
10/2016 Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand Research Journal of Business Research Digital / Social Media
3/2016 Use the Hierarchy of Digital Commerce Marketing Metrics to Balance Business Results Research Gartner Digital / Social Media
11/2014 Predicts 2015: Digital Business Accelerates Strategic Focus in Life Science Research Gartner Digital / Social Media
12/2014 Six Considerations When Integrating Paid Media Into Social Marketing Research Gartner Digital / Social Media
6/2012 It's Time To Make Facebook Marketing Work Research Forrester Digital / Social Media
9/2015 LGBT Baby Boomers Spend Less Time with Social Research eMarketer Digital / Social Media
1/2016 Is online newspaper advertising cannibalizing print advertising? Research Quantitative Marketing and Economics Digital / Social Media, Print
4/2016 Direct Marketing: An Imperative In Building Effective Communication In Hospitality Enterprises Research Journal of Advertising Direct Mail
3/2016 The economic worth of product placement in prime-time television shows Research International Journal of Market Research TV / Radio
5/2017 Email Benchmark Report: The New Age of Email Marketing Research Yes LifeCycle Marketing Digital / Social Media
11/2013 Social Media, Social Me: A Content Analysis of Beauty Companies' Use of Facebook in Marketing and Branding Research Journal of Promotion Management Digital / Social Media
7/2016 The Marketing Power of Pokemon Go and Other New, Unsaturated Marketing Channels Research HubSpot Digital / Social Media, Mobile
3/2015 Digital Teens: Looking at How Technology Pervades Their Lives Research eMarketer Digital / Social Media
2/2015 The Value of a Digital Ad Research ComScore Digital / Social Media
1/2015 2015 Social Media Trends & Opportunities Research SMK Digital / Social Media
12/2014 The State Of Search Marketing, 2014 Research Forrester Digital / Social Media
6/2015 On the Go: How Mobile Shopping Affects Customer Purchase Behavior Research Journal of Retailing Mobile
12/2013 Switching before the pitch: Exploring television channel changing before the ads even start Research Journal of Marketing Communications TV / Radio
6/2017 Social Media Data Cookbook - For Marketers Research Hootsuite Digital / Social Media
5/2012 Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing Research Journal of Interactive Marketing Digital / Social Media

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