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 digital marketing 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 descending Title Document Source Publication Marketing Channel
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 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 In-store one-to-one marketing Research Journal of Retailing and Consumer Services Digital / Social Media
1/2011 How eBusiness Executives At Financial Services Firms Are Successfully Using Twitter Research Forrester 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
2/2011 Marketing Essentials: How to Engage the Blogosphere in Media Relations Programs Research Gartner Digital / Social Media
3/2011 Earned Media: The Intersection Of Interactive Marketing And PR Research Forrester Digital / Social Media
3/2011 Following the Fashionable Friend: The Power of Social Media Research Journal of Advertising Research Digital / Social Media
3/2011 Understanding The Intricate Digital Behaviors Of Young Consumers Research Forrester Digital / Social Media
3/2011 Branding Value Of Paid Search Research Forrester Digital / Social Media
4/2011 The New Blogging Strategy For Consumer Brands Research Forrester Digital / Social Media
4/2011 Will Facebook Ever Drive eCommerce? Research Forrester Digital / Social Media
4/2011 Take Control Of Your Social Marketing Program Research Forrester Digital / Social Media
5/2011 Use Social Media To Boost Your TV Audience Research Forrester Digital / Social Media, TV / Radio
5/2011 Using Facebook As A Content Platform Research Forrester Digital / Social Media
5/2011 Two hearts in three-quarter time: How to waltz the social media/viral marketing dance Research Business Horizons Digital / Social Media
6/2011 Crowdsourcing Gains Legitimacy For Advertisers Research Forrester Digital / Social Media, Mobile, TV / Radio
6/2011 Marketing To Millennials: The Next Generation Of Purchasing Power Research Forrester Digital / Social Media
6/2011 Social CRM: How a $5,000 Investment in Social CRM Yielded $440,000 in Sales Research Gartner Digital / Social Media
6/2011 Use Surveys To Measure The Brand Impact Of Interactive Marketing Campaigns Research Forrester Digital / Social Media
6/2011 Brand And The Impact For eBusiness Research Forrester Digital / Social Media
6/2011 Marketing Essentials: Management Guide to Digital Marketing 2.0 Research Gartner Digital / Social Media
7/2011 Fans, Friends, and Followers: Social Media in the Retailers' Marketing Mix Research The Journal of Applied Business and Economics Digital / Social Media

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