Creating an effective marketing strategy that represents an organization’s brand and meets business objectives is essential. Marketers are tuning their efforts to connect with consumers wherever they are to achieve complete customer-centric engagement. In order to stay relevant in today’s digital era, organizations must strategically coordinate their communications efforts across a variety of communication channels and use those channels clearly and consistently to maximize impact. Integrated marketing uses both traditional and digital media to effectively engage consumers.

Tapping into omni-channel marketing, tracking insights into consumer behavior and media consumption, and staying on top of media and marketing trends and technologies are vital to successfully connecting and relating to today’s consumers. Marketers must stay abreast of new technologies, ideas and trends in a constantly changing future. This page contains essential research and case studies that span marketing channels and industries that any marketer- novice or seasoned – will find highly beneficial and relevant.

Integrated Communications Research and Case Studies

Datesort descending Title Document Source Publication Marketing Channel
3/2009 Measuring marketing: McKinsey Global Survey Results Research McKinsey & Company Any Marketing Channel
8/2011 Personas Require Regular Updates Research Forrester Any Marketing Channel
8/2012 The Role of Paid and Earned Media in Building Entertainment Brands: Reminding, Informing, and Enhancing Enjoyment Research Marketing Science Any Marketing Channel
2/2013 Emerging Touchpoints Require A Marketing Mind Shift Research Forrester Any Marketing Channel
3/2013 STAY AWAY FROM ME: Examining the Determinants of Consumer Avoidance of Personalized Advertising Research Journal of Advertising Any Marketing Channel
3/2013 Advertising Analytics 2.0 Research Harvard Business Review Any Marketing Channel
5/2013 Move Beyond Campaigns To Tap Hidden Customer Potential Research Forrester Any Marketing Channel
12/2013 Optimization of the annual planning of targeted offers in direct marketing Research The Journal of the Operational Research Society Any Marketing Channel
5/2014 Unleashing the Power of Cross-Platform Advertising Research Association of National Advertisers Any Marketing Channel
5/2014 Media Buying’s Evolution Challenges Research Forrester Any Marketing Channel
7/2014 The Ultimate Marketing Machine Research Harvard Business Review Any Marketing Channel
8/2014 Motivational effects and age differences of gamification in product advertising Research Journal of Consumer Marketing Any Marketing Channel
1/2015 Shopper Insight Series: Points of Advertising Influence Research Market Track Any Marketing Channel
1/2015 CMO Solution Guide: Demystifying Omnichannel Marketing to Create a Winning Strategy for CMOs Research The CMO Solution Guide Any Marketing Channel
3/2015 Research Report: 2014 Omnichannel Marketing Research Association of National Advertisers Any Marketing Channel
6/2015 CRM Plus Marketing Automation Equals Engagement Research Forrester Any Marketing Channel
6/2015 Want to Talk to Me?: What Customers Want in Exchange for Their Personal Information Research Royal Mail Any Marketing Channel
6/2015 Marketing Practices of Vapor Store Owners Research American Journal of Public Health Any Marketing Channel
7/2015 Marketing in Five Dimensions Research MIT Sloan Management Review Any Marketing Channel
7/2015 Ad Campaigns Reimagined Research Acxiom Any Marketing Channel
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
7/2015 Marketing automation: Lessons learnt so far … Research Journal of Direct, Data and Digital Marketing Practice Any Marketing Channel
8/2015 Beacons for Retailers: Beyond the Hype Research eMarketer Any Marketing Channel
8/2015 By 2017 the CMO will Spend More on IT Than the CIO Research Gartner Any Marketing Channel