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
6/2019 Generating Business Intelligence Through Social Media Analytics: Measuring Brand Personality with Consumer-, Employee-, and Firm-Generated Content Research SSRN Digital / Social Media
6/2019 Where B2B Marketers Are Winning in Social Media Research CMSWire Digital / Social Media
6/2019 How Does B2B Social Media Marketing Differ From B2C? Research The Manifest Digital / Social Media
6/2019 How B2B Marketers Can Succeed on the 6 Big Social Networks Research Hubspot Blog Digital / Social Media
6/2019 3 Differences Between B2C and B2B Social Media Marketing Research Oktopost Digital / Social Media
6/2019 The Best B2B Social Networking Channels To Grow Your Business Research Shane Barker Digital / Social Media
6/2019 How the Beauty Industry is Setting the Standard for User-Generated Content Research ekomiBlog Digital / Social Media
6/2019 21 Stats That Prove Your Brand Needs More User Generated Content Research SocialToaster Digital / Social Media
6/2019 User Generated Content: 5 Steps to Turn Customers Into Advocates Research Sprout Social Digital / Social Media
6/2019 How To Increase Website Engagement Through User Generated Content Research Taggbox Digital / Social Media
5/2019 Connected TV Advertising Trends in 2019 Research admixer Digital / Social Media
5/2019 'Advertisers think it’s just like buying digital’: Myths of connected TV advertising Research Digiday Digital / Social Media
5/2019 Audience for connected tv grows, but ad spending has lagged Research Emarketer Digital / Social Media
5/2019 Marketers struggle to master connected tv advertising as audience grows Research Emarketer Digital / Social Media
5/2019 US Connected TV Users Research Emarketer Digital / Social Media
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 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

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