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
7/2015 The social media transformation process: curating content into strategy Research Corporate Communications: An International Journal Digital / Social Media
7/2015 The role of digital channels in industrial marketing communications Research The Journal of Business & Industrial Marketing Digital / Social Media
7/2015 Tech Go-to-Market Best Practice: Advocacy Marketing Delivers Value for Tech Providers Research Gartner Digital / Social Media
7/2015 Antecedents of social media B2B use in industrial marketing context: customers' view Research The Journal of Business & Industrial Marketing Digital / Social Media
7/2015 TV Campaigns Extend Reach via Facebook Ads Research eMarketer Digital / Social Media
7/2015 A marketing communications approach for the digital era: Managerial guidelines for social media integration Research Business Horizons Digital / Social Media
7/2015 Multichannel Networks and Digital-First Video Content: Growing Audiences Beyond the YouTube Core Research eMarketer Digital / Social Media
7/2015 Mobile Games: A Large Audience, But Limited Ad Spending (So Far) Research eMarketer Digital / Social Media
7/2015 Case Study: UCB Uses Social Media to Drive Patient Centricity Research Gartner Digital / Social Media
7/2015 The Social Programs Every B2C Marketer Should Study Research Forrester Digital / Social Media
6/2015 THE GROWING IMPORTANCE OF SOCIAL MEDIA IN BUSINESS MARKETING Research Quaestus Digital / Social Media
6/2015 Enhancing the Value of Mail: The Human Response Research USPS OIG Digital / Social Media, Direct Mail
6/2015 Advanced Analytics for Marketing: Five Representative Use Cases Research Gartner Digital / Social Media
6/2015 Analysis of content creation in social media by B2B companies Research Journal of Business & Industrial Marketing Digital / Social Media
6/2015 Apparel Retailers and Digital Commerce: Trends and Benchmarks Research eMarketer Digital / Social Media
6/2015 Digital Business Will Intensify Competition in Insurance Research Gartner Digital / Social Media
6/2015 Furniture Retailers and Digital Commerce: Trends and Benchmarks Research eMarketer Digital / Social Media
5/2015 Executive Q&A: Five Key Questions To Kick Off Your Mobile Video Advertising Strategy Research Forrester Digital / Social Media, Mobile
5/2015 The Marketing Effectiveness of Social Media in the Hotel Industry: A Comparison of Facebook and Twitter Research Journal of Hospitality & Tourism Research Digital / Social Media
5/2015 How to Build Segments and Personas for Digital Marketing Research Gartner Digital / Social Media
5/2015 What Gets Shoppers to Log In to Sites? Research eMarketer Digital / Social Media
5/2015 Has FOMO Gotten Higher Among Mother Facebookers? Research eMarketer Digital / Social Media
5/2015 Top Emerging Trends in Digital Marketing Research Gartner Digital / Social Media
4/2015 2015: The Year Of The Big Digital Shift Research Forrester Digital / Social Media
4/2015 Social Media Marketing in Luxury Retail Research International Journal of Online Marketing Digital / Social Media

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