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|
|4/2019||Competitive Poaching in Search Advertising: A Randomized Field Experiment||Research||Fox School of Business, Temple University||Digital / Social Media|
|4/2019||Keywords: What Are Keywords & Why Do They Matter for PPC?||Research||WordStream||Digital / Social Media|
|12/2018||Micro-Influencer Marketing: A Comprehensive Guide||Research||Hubspot||Digital / Social Media|
|12/2018||The Ultimate List of Instagram Influencers in Every Industry (94 and Counting!)||Research||Hubspot||Digital / Social Media|
|12/2018||Global Influencer Marketing What Platforms to Use, Policies to Follow and the Paths to Purchase Around the World||Research||eMarketer||Digital / Social Media|
|11/2018||Understanding Programmatic TV advertising||Research||International Journal of Advertising||Digital / Social Media|
|11/2018||Social TV: How Social Media Activity Interacts With TV Advertising||Research||GfK Marketing Intelligence Review||Digital / Social Media|
|11/2018||Connected TV Advertising||Research||eMarketer||Digital / Social Media|
|11/2018||eMarketer Releases New Addressable TV Ad Spending Estimates||Research||eMarketer||Digital / Social Media|
|11/2018||Advertising on Hulu, Everything You Need To Know||Research||Ignite visibility||Digital / Social Media|
|10/2018||How to Target Car Shoppers on Facebook, Post-Cambridge Analytica Scandal||Research||Dealer Magazine; New York||Digital / Social Media|
|10/2018||5 Ways the GDPR Will Impact Your Facebook Ads||Research||Digital / Social Media|
|10/2018||The Updated Guide to Facebook Ad Placements [Infographic]||Research||MarketingProfs||Digital / Social Media|
|10/2018||The GDPR is coming and will change Facebook ad targeting||Research||Digiday||Digital / Social Media|
|10/2018||GDPR for Marketing: The Definitive Guide for 2018||Research||Digital / Social Media|
|9/2018||US Digital Display Advertising 2018: Seven Big Bets for Buyers and Sellers||Research||eMarketer Pro||Digital / Social Media|
|9/2018||3 YouTube Targeting Options You Need to Try||Research||SEMrush||Digital / Social Media|
|9/2018||Fender blasts digital airwaves with hyper-targeted paid social, video and display campaign||Research||The Drum||Digital / Social Media|
|2/2018||Email Marketing Performance in 2017||Research||Return Path||Digital / Social Media|
|2/2018||eMarketer Report: Email Marketing Benchmarks||Research||eMarketer||Any Marketing Channel|
|2/2018||7 Inspiring Email Templates||Research||Salesforce Pardot||Direct Mail|
|2/2018||2018 Email Marketing Lookbook||Research||Return Path||Digital / Social Media|
|2/2018||The Gmail Effect||Research||Yes LifeCycle Marketing||Digital / Social Media|
|1/2018||Social Strategies for Retail||Research||Sprinklr||Any Marketing Channel|
|1/2018||365 Days of Hashtags and Content Ideas for Social Media and Beyond||Research||Fresh Relevance||Digital / Social Media|