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
|Date||Title||Document Source||Publication||Marketing Channel|
|10/2016||Motorcycle Manufacturer Uses Customer Feedback to Increase Engagement||Case Study||Digital / Social Media|
|10/2016||Car Dealership Uses New Buyer, Personalized Packet to Increase Loyalty||Case Study||Digital / Social Media|
|10/2016||Grocer Used Customer Data to Create Marketing Profile for Each Store Location||Case Study||Digital / Social Media, Direct Mail, Print|
|6/2017||Direct Mail Campaign Wins Back Customers||Case Study||Digital / Social Media, Direct Mail|
|6/2017||Multi-channel Campaign Increases Engagement and Donations||Case Study||Digital / Social Media, Direct Mail, Mobile|
|6/2017||Cross-Media Marketing Campaign Delivers Strong ROI for CPAs||Case Study||Digital / Social Media, Direct Mail|
|6/2017||Business School Uses Sequencing to Increase Applicants||Case Study||Digital / Social Media, Direct Mail|
|7/2017||Cross Media Campaign Increases Donations by 84%||Case Study||Digital / Social Media, Direct Mail, Mobile, Print|
|7/2017||Furnishing Retailer Used Direct Mail to Bolster a Digital Campaign||Case Study||Digital / Social Media, Direct Mail|
|7/2017||Subscription Service Used Multi-channel Approach to Acquire High Value and Repeat Customers||Case Study||Digital / Social Media, Direct Mail|
|10/2016||Retail Company Notes Big Returns from Programmatic Postcard™||Case Study||Digital / Social Media, Direct Mail, Emerging Channels|
|10/2016||Multi-Channel Marketing Campaign Increased Company’s Sales||Case Study||Digital / Social Media, Direct Mail|
|10/2016||Online Retailer Finds Successful Campaign to Reach Email Unsubscribers||Case Study||Digital / Social Media, Direct Mail|
|10/2016||Interactive Technology Used to Improve Bottled Water Sales||Case Study||Digital / Social Media, Direct Mail, Mobile|
|2/2016||The race for relevance Total Retail 2016: United States||Research||18th Annual Global CEO Survey, 2015||Digital / Social Media, Mobile|
|1/2015||FOLLOWERSHIP AND SOCIAL MEDIA MARKETING||Research||Academy of Marketing Studies Journal||Digital / Social Media|
|1/2014||Moving Beyond Listening and Monitoring Social Media Marketing for Financial Services||Research||Accenture||Digital / Social Media|
|1/2017||Digital Marketer Dilemmas (And the Solutions that Succeed)||Research||Ad Roll||Digital / Social Media|
|8/2016||The Performance Advertiser’s Guide to Instagram||Research||Ad Roll||Digital / Social Media|
|6/2017||Why Online Word-of-Mouth Measures Cannot Predict Brand Outcomes Offline||Research||Advertising Research Foundation||Digital / Social Media|
|9/2011||Social Marketing Campaigns: Comparison of Social and Traditional Media||Research||American Dietetic Association. Journal of the American Dietetic Association||Digital / Social Media|
|10/2014||Digital Junk: Food and Beverage Marketing on Facebook||Research||American Journal of Public Health||Digital / Social Media|
|3/2013||Social Media: From Discovery to Marketing-A Primer for Lawyers||Research||American Journal of Trial Advocacy||Digital / Social Media|
|6/2016||An Independent Study of Media Transparency in the U.S. Advertising Industry||Research||Association of National Advertisers||Digital / Social Media|
|4/2016||State of Inbound Channel Marketing 2016||Research||Averetek||Digital / Social Media, Emerging Channels|