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 Titlesort descending Document Source Publication Marketing Channel
12/2015 2016 Edition Marketing Fact Pack Research Advertising Age Any Marketing Channel
1/2016 2016 RSW/US New Year Outlook Report: Agency and Marketer Perspective on the Business of Advertising and Marketing Research RWS/US Any Marketing Channel
4/2017 2017 Email Benchmarks & Trends Report Research Inbox Marketer Any Marketing Channel
10/2018 A guide to customer lifetime value, customer acquisition cost, and unit economics Research TechInAsia Any Marketing Channel
7/2015 Ad Campaigns Reimagined Research Acxiom Any Marketing Channel
4/2017 Adopt an App+ Strategy, Move Beyond Apps to Win, Serve and Retain Your Customers Research Forrester Any Marketing Channel
3/2013 Advertising Analytics 2.0 Research Harvard Business Review Any Marketing Channel
9/2015 An investigation into gamification as a customer engagement experience environment Research Journal of Services Marketing Any Marketing Channel
1/2016 Augmented Reality Marketing: Consumer Preferences and Attitudes Toward Hypermedia Print Ads Research Journal of Interactive Advertising Any Marketing Channel
7/2016 Augmented Reality: Emerging Tools To Explore Research Forrester Any Marketing Channel
8/2015 Beacons for Retailers: Beyond the Hype Research eMarketer Any Marketing Channel
11/2015 BIA/Kelsey's U.S. Local Advertising Forecast for 2016 Research BIA/Kelsey Any Marketing Channel
8/2015 Brand Attraction From Enriched Interaction Research CMO Council Any Marketing Channel
4/2016 Brief: Choose From Four Approaches To Build Your Community Research Forrester Any Marketing Channel
7/2016 Building Brands That Attract + Engage Fans Research CMO Council Any Marketing Channel
8/2015 By 2017 the CMO will Spend More on IT Than the CIO Research Gartner 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
1/2015 CMO Solution Guide: Demystifying Omnichannel Marketing to Create a Winning Strategy for CMOs Research The CMO Solution Guide Any Marketing Channel
8/2016 CMO Survey Report: Highlights and Insights Research CMO Survey Any Marketing Channel
6/2015 CRM Plus Marketing Automation Equals Engagement Research Forrester Any Marketing Channel
2/2016 Digital & Media Predictions 2016 Research Millward Brown Any Marketing Channel
2/2018 eMarketer Report: Email Marketing Benchmarks  Research eMarketer Any Marketing Channel
4/2016 Embracing the Unique Viewer Research FreeWheel Any Marketing Channel
2/2013 Emerging Touchpoints Require A Marketing Mind Shift Research Forrester Any Marketing Channel
10/2017 Empowering your events marketing with email Research Dot Mailer Any Marketing Channel