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 ascending Title Document Source Publication Marketing Channel
10/2016 Interactive Technology Used to Improve Bottled Water Sales Case Study Digital / Social Media, Direct Mail, Mobile
10/2016 Instagram Advertising: What Marketers Need to Know Research eMarketer Digital / Social Media
10/2016 Magic Quadrant for Social Software in the Workplace Research Gartner 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
10/2016 Connected Consumer Roundup Research eMarketer Digital / Social Media, Mobile
10/2016 How Analytics Drives Customer Life-Cycle Management Research Forrester Digital / Social Media
10/2016 How Do Social Apps Stack Up? Research Forrester Digital / Social Media, Mobile
9/2016 Email Continues to Deliver Strong ROI and Value for Marketers Research eMarketer Digital / Social Media
9/2016 Advertising Mail Innovations Research USPS OIG Digital / Social Media, Direct Mail, Mobile
9/2016 What Video Ad Length Is Best on Facebook? Research eMarketer Digital / Social Media
9/2016 IAB-Edison Research Podcast Advertising Study Research Interactive Advertising Bureau Digital / Social Media, Emerging Channels
9/2016 Internet Users in Canada Love and Fear Social Media Research eMarketer Digital / Social Media
9/2016 Podcast: Finding and Activating Influencers Research Gartner Digital / Social Media
9/2016 Use A/B and Multivariate Testing to Improve Marketing Programs Research Gartner Digital / Social Media
8/2016 Three Steps to Enrich the Customer Experience With Contextualized Communications Research Gartner Digital / Social Media
8/2016 The Future Of Email Hinges On Context Research Forrester Digital / Social Media
8/2016 Ad Spending In Niche Channels Spells The End Of Online Advertising As We Know It Research Forrester Digital / Social Media
8/2016 How to Balance Your Insource/Outsource Marketing Talent Mix Research Gartner Digital / Social Media
8/2016 Prepare Your Multichannel Marketing for the Internet of Things Research Gartner Digital / Social Media
8/2016 The Performance Advertiser’s Guide to Instagram Research Ad Roll Digital / Social Media
7/2016 The Marketing Power of Pokemon Go and Other New, Unsaturated Marketing Channels Research HubSpot Digital / Social Media, Mobile
7/2016 Drive Social Marketing Success With The POST Process Research Forrester Digital / Social Media
7/2016 Social Technographics® Defines Your Social Approach And Tactics Research Forrester Digital / Social Media
7/2016 Build A Case To Show Social's Value To Marketing And The Entire Enterprise Research Forrester Digital / Social Media
7/2016 2016 B2B Budget Plans Show That It's Time For A Digital Wake-Up Call Research Forrester Digital / Social Media

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