As digital technologies continue to grow and change, it affects both the number of marketing channels that consumers have available as well as the tools businesses can employ in marketing to them. Consumers now have multiple ways to access the information, products, or services they seek. Emerging marketing channels are those that may not be well-established as an advertising medium, but have the potential to capture massive audiences. Further, these channels allow marketers the opportunity to send potential customers specific messages and maximize the return on their marketing budgets.

These emerging channels may come in the form of digital, social, and mobile media, beyond common platforms used for advertising such as Twitter and Facebook. Blending the use of technology and marketing known as martech – brings marketing automation and technology solutions to the use of traditional and digital marketing channels. For example, programmatic direct mail is an emerging channel that links the physical and the digital world together. It allows marketers to send highly-personalized messages to consumers based on the consumer's website visits and purchasing decisions on various marketing channels. This page contains research on how marketers can utilize emerging new marketing channels and innovative tools to successfully reach consumers.

Emerging Channels Research and Case Studies

Date Titlesort descending Document Source Publication Marketing Channel
3/2016 2015 Full Year IAB Consumer Usage Digital Trend Report Research Interactive Advertising Bureau Digital / Social Media, Emerging Channels, Mobile
4/2017 ADI: AR, VR, And Wearables Emerge As Travel Industry Disruptors Research CMO Emerging Channels
3/2017 Artificial Intelligence: The Bridge Between Data & Personalization Research Emarsys Emerging Channels
7/2018 Augmented reality: Designing immersive experiences that maximize consumer engagement Research Elsevier Emerging Channels
7/2018 Augmented reality: Research agenda for studying the impact of its media characteristics on consumer behaviour Research Elsevier Emerging Channels
7/2017 Break Through the Hype: Uncover the Reality of AI Research Oracle Emerging Channels
7/2015 Can marketing automation be the glue that helps align sales and marketing? Research Journal of Direct, Data and Digital Marketing Practice Any Marketing Channel, Emerging Channels
10/2011 Consumer profiles in reality vs fantasy-based virtual worlds: implications for brand entry Research Journal of Research in Interactive Marketing Emerging Channels
7/2018 Evaluation of an Augmented Reality Embedded On-line Shopping System Research Elsevier Emerging Channels
5/2015 Exploring the Implications of Virtual Reality Technology in Tourism Marketing: An Integrated Research Framework Research The International Journal of Tourism Research Emerging Channels
4/2016 Gartner Digital Marketing Transit Map Research Gartner Digital / Social Media, Emerging Channels, Mobile
8/2015 Harnessing marketing automation for B2B content marketing Research Industrial Marketing Management Emerging Channels
7/2018 How AR and VR will Reshape Shopping Research Emarketer Pro Emerging Channels
2/2014 How Software Is Eating Video Ads And, Soon, TV Research Forrester Emerging Channels, Mobile, TV / Radio
9/2016 IAB-Edison Research Podcast Advertising Study Research Interactive Advertising Bureau Digital / Social Media, Emerging Channels
7/2018 Market Guide For Augmented Reality Research Gartner Emerging Channels
7/2018 Product categories for which US shoppers would likely shop via augmented reality Research Emarketer Pro Emerging Channels
10/2016 Retail Company Notes Big Returns from Programmatic Postcard™ Case Study Digital / Social Media, Direct Mail, Emerging Channels
5/2017 Search Marketing 2017 Research eMarketer Emerging Channels
4/2016 State of Inbound Channel Marketing 2016 Research Averetek Digital / Social Media, Emerging Channels
9/2016 The Data-Centric Organization Research Interactive Advertising Bureau Emerging Channels
5/2017 The ROI of Automation Research Salesforce Pardot Emerging Channels
9/2016 The Top Emerging Technologies To Watch: 2017 To 2021 Research Forrester Emerging Channels
3/2016 Virtual & Augmented Reality: The Future of Immersive Marketing Research Catalyst Digital / Social Media, Emerging Channels, Mobile
1/2016 Virtual & Augmented Reality: Understanding the Race for the Next Computing Platform Research Goldman Sachs Digital / Social Media, Emerging Channels, Mobile