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 Titlesort descending Document Source Publication Marketing Channel
11/2012 "Owner" And "Sponsor" B2B Community Success Metrics Research Forrester Digital / Social Media
5/2019 'Advertisers think it’s just like buying digital’: Myths of connected TV advertising Research Digiday Digital / Social Media
1/2015 'You Media': audiencing as marketing in social media Research Media, Culture & Society Digital / Social Media
11/2012 2013 Planning Brief: Listen To Customers, Engage With Influencers Research Forrester Digital / Social Media
3/2016 2015 Full Year IAB Consumer Usage Digital Trend Report Research Interactive Advertising Bureau Digital / Social Media, Emerging Channels, Mobile
1/2015 2015 Social Media Trends & Opportunities Research SMK Digital / Social Media
4/2015 2015: The Year Of The Big Digital Shift Research Forrester Digital / Social Media
7/2016 2016 B2B Budget Plans Show That It's Time For A Digital Wake-Up Call Research Forrester Digital / Social Media
1/2016 2016 Industry Benchmarks for 7 Key Measurements Research Return Path Digital / Social Media
3/2016 2016 State of Marketing — 55 Important Business Findings Research The Huffington Post Digital / Social Media, Mobile
1/2017 2017 App Marketing Guide Research Loyalytics Digital / Social Media
4/2017 2017 Consumer Trends Report Research Crimson Hexagon Digital / Social Media
4/2017 2017 Email Benchmarks & Trends Report Research Inbox Marketer Any Marketing Channel
7/2017 2017 Email Marketing Industry Report Research Emma Digital / Social Media
2/2018 2018 Email Marketing Lookbook Research Return Path Digital / Social Media
6/2019 21 Stats That Prove Your Brand Needs More User Generated Content Research SocialToaster Digital / Social Media
6/2019 3 Differences Between B2C and B2B Social Media Marketing Research Oktopost Digital / Social Media
9/2018 3 YouTube Targeting Options You Need to Try Research SEMrush Digital / Social Media
1/2018 365 Days of Hashtags and Content Ideas for Social Media and Beyond Research Fresh Relevance Digital / Social Media
4/2017 4 Steps to Boosting Your Email Marketing Strategy Research BounceX Digital / Social Media
10/2018 5 Ways the GDPR Will Impact Your Facebook Ads Research Digital / Social Media
11/2017 50 Social Media Best Practices Research Salesforce Digital / Social Media
10/2017 6 ways to grow your database this season Research Dot Mailer Digital / Social Media
2/2018 7 Inspiring Email Templates Research Salesforce Pardot Direct Mail
9/2014 A Marketing Analytics Framework for CMOs Research Gartner Digital / Social Media