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|
|10/2016||Instagram Advertising: What Marketers Need to Know||Research||eMarketer||Digital / Social Media|
|10/2016||US DIGITAL MEDIA USAGE: A SNAPSHOT OF 2016||Research||eMarketer||Digital / Social Media|
|10/2016||Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand||Research||Journal of Business Research||Digital / Social Media|
|10/2016||How Analytics Drives Customer Life-Cycle Management||Research||Forrester||Digital / Social Media|
|10/2016||Magic Quadrant for Social Software in the Workplace||Research||Gartner||Digital / Social Media|
|10/2016||Connected Consumer Roundup||Research||eMarketer||Digital / Social Media, Mobile|
|10/2016||How Do Social Apps Stack Up?||Research||Forrester||Digital / Social Media, Mobile|
|10/2016||SOCIAL MEDIA MARKETING: THE NEXT GENERATION OF BUSINESS ENGAGEMENT||Research||International Journal of Management Research and Reviews||Digital / Social Media|
|10/2016||Retail Company Notes Big Returns from Programmatic Postcard™||Case Study||Digital / Social Media, Direct Mail, Emerging Channels|
|9/2016||Advertising Mail Innovations||Research||USPS OIG||Digital / Social Media, Direct Mail, Mobile|
|9/2016||What Video Ad Length Is Best on Facebook?||Research||eMarketer||Digital / Social Media|
|9/2016||IAB-Edison Research Podcast Advertising Study||Research||Interactive Advertising Bureau||Digital / Social Media, Emerging Channels|
|9/2016||Internet Users in Canada Love and Fear Social Media||Research||eMarketer||Digital / Social Media|
|9/2016||Podcast: Finding and Activating Influencers||Research||Gartner||Digital / Social Media|
|9/2016||Use A/B and Multivariate Testing to Improve Marketing Programs||Research||Gartner||Digital / Social Media|
|9/2016||Email Continues to Deliver Strong ROI and Value for Marketers||Research||eMarketer||Digital / Social Media|
|8/2016||Three Steps to Enrich the Customer Experience With Contextualized Communications||Research||Gartner||Digital / Social Media|
|8/2016||The Future Of Email Hinges On Context||Research||Forrester||Digital / Social Media|
|8/2016||Ad Spending In Niche Channels Spells The End Of Online Advertising As We Know It||Research||Forrester||Digital / Social Media|
|8/2016||How to Balance Your Insource/Outsource Marketing Talent Mix||Research||Gartner||Digital / Social Media|
|8/2016||Prepare Your Multichannel Marketing for the Internet of Things||Research||Gartner||Digital / Social Media|
|8/2016||The Performance Advertiser’s Guide to Instagram||Research||Ad Roll||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|
|7/2016||The Marketing Power of Pokemon Go and Other New, Unsaturated Marketing Channels||Research||HubSpot||Digital / Social Media, Mobile|
|7/2016||It's Time To Unleash The Database Of Affinity||Research||Forrester||Digital / Social Media|