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

Date Title Document Sourcesort descending Publication Marketing Channel
10/2018 Subscription Scorecard Metric Deep Dive: Customer Lifetime Value and Customer Acquisition Cost Research Waterstone Any Marketing Channel
1/2016 Marketing Tech Trends: 10 Things Happening in 2016 Research Rocket Fuel Marketer Trends Study Any Marketing Channel
12/2015 2016 Edition Marketing Fact Pack Research Advertising Age Any Marketing Channel
8/2015 Beacons for Retailers: Beyond the Hype Research eMarketer Any Marketing Channel
11/2016 How B2B Marketing Automation Service Providers Help Drive Marketing Transformation Research Forrester Any Marketing Channel
5/2017 Why Omni-Channel Retailers are Winning Research Salesforce 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
9/2015 Global Media Report 2015 Research McKinsey & Company Any Marketing Channel
1/2015 Shopper Insight Series: Points of Advertising Influence Research Market Track Any Marketing Channel
6/2015 CRM Plus Marketing Automation Equals Engagement Research Forrester Any Marketing Channel
7/2017 FitForCommerce Report 2017: From Idea to Doorstep Research FitforCommerce 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
10/2015 Marketing Disruption II Research Association of National Advertisers Any Marketing Channel
1/2016 Response Rate Report Research Marketing Insights Any Marketing Channel
12/2015 Four Best Practices For Applying Through-Channel Marketing Automation Research Forrester Any Marketing Channel
4/2017 Adopt an App+ Strategy, Move Beyond Apps to Win, Serve and Retain Your Customers Research Forrester Any Marketing Channel
4/2016 Brief: Choose From Four Approaches To Build Your Community Research Forrester Any Marketing Channel
8/2016 CMO Survey Report: Highlights and Insights Research CMO Survey Any Marketing Channel
11/2016 The path to 2020: Marketers seize the customer experience Research The Economist Intelligence Unit Any Marketing Channel
12/2015 Four Best Practices For Applying Through-Channel Marketing Automation Research Forrester Any Marketing Channel
8/2017 The Core Four: Essential Marketing Technologies Research Webdam Any Marketing Channel
2/2013 Emerging Touchpoints Require A Marketing Mind Shift Research Forrester Any Marketing Channel
8/2015 By 2017 the CMO will Spend More on IT Than the CIO Research Gartner Any Marketing Channel
8/2016 ‘It’s an illusion, but it looks real!’ Consumer affective, cognitive and behavioural responses to augmented reality applications Research Journal of Marketing Management Any Marketing Channel