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|
|5/2016||US Social Network Usage StatPack||Research||eMarketer||Digital / Social Media|
|5/2016||Canadian Marketers 2016 Outlook||Research||Ignite Digital||Digital / Social Media|
|4/2016||Embrace a New Framework for Social Marketing Measurement||Research||Gartner||Digital / Social Media|
|4/2016||Behind the Mind: How the brain reacts to printed and digital communication||Research||PostNord||Digital / Social Media, Print|
|4/2016||The 2016 Digital Marketer||Research||Experian Marketing Services||Digital / Social Media|
|4/2016||Gartner Digital Marketing Transit Map||Research||Gartner||Digital / Social Media, Emerging Channels, Mobile|
|4/2016||Shoppers' Use of Mobile Technology Requires Retailers to Accelerate Adoption of Mobility in the Supply Chain||Research||Gartner||Digital / Social Media, Mobile|
|4/2016||State of Inbound Channel Marketing 2016||Research||Averetek||Digital / Social Media, Emerging Channels|
|4/2016||What Marketers Need to Understand About Augmented Reality||Research||Harvard Business Review||Digital / Social Media, Emerging Channels, Mobile|
|4/2016||CMOs Must Build An Affinity Channels Strategy To Reach New Audiences||Research||Forrester||Digital / Social Media|
|4/2016||How to Align Customer Experience With Marketing Channel Operations||Research||Gartner||Digital / Social Media|
|4/2016||Mobile Advertising: It's Time To Get Personal||Research||Forrester||Digital / Social Media|
|3/2016||Draw on Four Social Science Disciplines to Design Digital Business||Research||Gartner||Digital / Social Media|
|3/2016||2015 Full Year IAB Consumer Usage Digital Trend Report||Research||Interactive Advertising Bureau||Digital / Social Media, Emerging Channels, Mobile|
|3/2016||Earn Buy-In For Content Marketing's Silo-Busting Benefits||Research||Forrester||Digital / Social Media|
|3/2016||Integrate Social Into Your Marketing RaDaR||Research||Forrester||Digital / Social Media|
|3/2016||Maximize Media ROI With A Customer-Centric Approach||Research||Forrester||Digital / Social Media|
|3/2016||The L2RM Center Of Excellence Helps Build New Roles, Skills, And Structures For L2R Success||Research||Forrester||Digital / Social Media|
|3/2016||Use the Hierarchy of Digital Commerce Marketing Metrics to Balance Business Results||Research||Gartner||Digital / Social Media|
|3/2016||2016 State of Marketing — 55 Important Business Findings||Research||The Huffington Post||Digital / Social Media, Mobile|
|3/2016||How Social Media Influences Shopping Behavior||Research||eMarketer||Digital / Social Media|
|3/2016||Marketing Technology: The Six Developments That Matter the Most in 2016||Research||eMarketer||Digital / Social Media|
|3/2016||Social Media and Societal Marketing: A Path for a Better Wine?||Research||Journal of Promotion Management||Digital / Social Media|
|3/2016||EMARKETER ROUNDUP: MEDIA USAGE AROUND THE WORLD||Research||eMarketer||Digital / Social Media|
|3/2016||Follow Four Steps to Find the Right Agency||Research||Gartner||Digital / Social Media|