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
11/2015 Take Five Steps to Build Mobile Into Your Digital Commerce Research Gartner Digital / Social Media
11/2015 Social Media Marketing: Applying the Uses and Gratifications Theory in the Hotel Industry Research Journal of Hospitality Marketing & Management Digital / Social Media
11/2015 Toolkit: Compare Your Digital Marketing Spending With Your Peers', 2015-2016 Research Gartner Digital / Social Media
11/2015 Buy Buttons: The Next Step in Social Commerce Research eMarketer Digital / Social Media
11/2015 Your Customers Demand Valuable Content Research Forrester Digital / Social Media
11/2015 Are Sponsored Social Posts the Most Effective Marketing Channel? Research eMarketer Digital / Social Media
11/2015 Predicts 2016: Intelligent Marketing Technology Will Bring Generational Change Research Gartner Digital / Social Media
11/2015 Putting Real-Time Interaction Management Into Context Research Forrester Digital / Social Media, Mobile
11/2015 Predictions 2016: Social Media Risk Research Forrester Digital / Social Media
11/2015 Social media as the path to a marketing strategy: Companies must become “curators” to meet the challenge Research Strategic Direction Digital / Social Media
10/2015 Branded Video Marketing Success Starts With Customer-Centric Distribution Research Forrester Digital / Social Media
10/2015 What Is the Visual Web? Research eMarketer Digital / Social Media
10/2015 Social media marketing evaluation using social network comments as an indicator for identifying consumer purchasing decision effectiveness Research Journal of Direct, Data and Digital Marketing Practice Digital / Social Media
10/2015 E-marketing orientation and social media implementation in B2B marketing Research European Business Review Digital / Social Media
10/2015 Closed-Loop Marketing in Pharma Has Yet to Close the Loop Research Gartner Digital / Social Media
10/2015 Digital Advertising Insights: A Treasure Chest For CMOs To Open Research Google Digital / Social Media
10/2015 Five Steps for Event-Triggered Multichannel Marketing Research Gartner Digital / Social Media
10/2015 Use Three Digital Commerce Marketing Techniques to Increase In-Store Sales Research Gartner Digital / Social Media
10/2015 Make The Business Case For Programmatic Digital Media Buying Research Forrester Digital / Social Media
10/2015 Build A Case For The Digital Command Center Research Forrester Digital / Social Media
9/2015 How to Measure a Digital Marketing Campaign Research Gartner Digital / Social Media
9/2015 The Right Way To Measure Social Marketing Research Forrester Digital / Social Media
9/2015 The Print Campaign Analysis  Research Magazine Publishers Assn. Digital / Social Media, Mobile, Print
9/2015 Case Study: Spring Airlines' Digital Business Takes Off With Social Marketing Research Forrester Digital / Social Media
9/2015 Use of Social Media as a New Investigative Tool in Marketing Research for Small Business Research International Journal of e-Education, e-Business, e-Management and e-Learning Digital / Social Media

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