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
8/2016 How to Balance Your Insource/Outsource Marketing Talent Mix Research Gartner Digital / Social Media
7/2016 You Don't Need A "Social Marketing" Strategy Research Forrester Digital / Social Media
7/2016 Market Insight: Conversational Commerce — Hype or Reality? Research Gartner Digital / Social Media, Mobile
7/2016 Real-Time Processes For Real-Time Social Marketing Research Forrester 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
7/2016 It's Time To Unleash The Database Of Affinity Research Forrester Digital / Social Media
7/2016 Email Marketing Is a Double Win for Customer Acquisition, Retention Research eMarketer Digital / Social Media
7/2016 Q2 2016 Social Trend Report Research Kinetic Soical Digital / Social Media
6/2016 Develop a Strategic Plan to Integrate Your Customer Engagement Hub Research Gartner Digital / Social Media
6/2016 Social Marketing Is A Vital Part Of Your Post-Digital Transformation Research Forrester 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
6/2016 Social Media Engagement, Content Marketing Prove Key in Canada Research eMarketer Digital / Social Media
6/2016 The 2016 Social Video Forecast Research eMarketer Digital / Social Media
6/2016 Use Customer Journey Analytics to Align Marketing and Digital Commerce Research Gartner Digital / Social Media
6/2016 DIGITAL SHOPPER MARKETING TRENDS IN THE US Research eMarketer Digital / Social Media
5/2016 Brief: Email Can Work For B2B Financial Marketers Research Forrester Digital / Social Media
5/2016 Video Ads in Social Media: With a Full Slate of Ad Products, the Social Properties Take Aim at TV Research eMarketer Digital / Social Media
5/2016 For Social Media Marketers, Facebook Produces the Best ROI Research eMarketer Digital / Social Media
5/2016 US Social Network Usage StatPack Research eMarketer Digital / Social Media
5/2016 Market Insight: In-App Transactions Drive Higher Spending, Improve Customer Experience Research Gartner Digital / Social Media
5/2016 Marketing to Women Research Fluent Digital / Social Media

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