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

Datesort ascending Title Document Source Publication Marketing Channel
12/2018 Micro-Influencer Marketing: A Comprehensive Guide Research Hubspot Digital / Social Media
12/2018 The Ultimate List of Instagram Influencers in Every Industry (94 and Counting!) Research Hubspot Digital / Social Media
12/2018 Global Influencer Marketing What Platforms to Use, Policies to Follow and the Paths to Purchase Around the World Research eMarketer Digital / Social Media
11/2018 eMarketer Releases New Addressable TV Ad Spending Estimates Research eMarketer Digital / Social Media
11/2018 Advertising on Hulu, Everything You Need To Know Research Ignite visibility Digital / Social Media
11/2018 Understanding Programmatic TV advertising Research International Journal of Advertising Digital / Social Media
11/2018 Social TV: How Social Media Activity Interacts With TV Advertising Research GfK Marketing Intelligence Review Digital / Social Media
11/2018 Connected TV Advertising Research eMarketer Digital / Social Media
10/2018 5 Ways the GDPR Will Impact Your Facebook Ads Research Digital / Social Media
10/2018 The Updated Guide to Facebook Ad Placements [Infographic] Research MarketingProfs Digital / Social Media
10/2018 The GDPR is coming and will change Facebook ad targeting Research Digiday Digital / Social Media
10/2018 GDPR for Marketing: The Definitive Guide for 2018 Research Digital / Social Media
10/2018 How to Target Car Shoppers on Facebook, Post-Cambridge Analytica Scandal Research Dealer Magazine; New York Digital / Social Media
9/2018 US Digital Display Advertising 2018: Seven Big Bets for Buyers and Sellers Research eMarketer Pro Digital / Social Media
9/2018 3 YouTube Targeting Options You Need to Try Research SEMrush Digital / Social Media
9/2018 Fender blasts digital airwaves with hyper-targeted paid social, video and display campaign Research The Drum Digital / Social Media
2/2018 The Gmail Effect Research Yes LifeCycle Marketing Digital / Social Media
2/2018 Email Marketing Performance in 2017 Research Return Path Digital / Social Media
2/2018 eMarketer Report: Email Marketing Benchmarks  Research eMarketer Any Marketing Channel
2/2018 7 Inspiring Email Templates Research Salesforce Pardot Direct Mail
2/2018 2018 Email Marketing Lookbook Research Return Path Digital / Social Media
1/2018 Social Strategies for Retail Research Sprinklr Any Marketing Channel
1/2018 365 Days of Hashtags and Content Ideas for Social Media and Beyond Research Fresh Relevance Digital / Social Media
11/2017 Maximizing LinkedIn for Business Research TradePub Digital / Social Media
11/2017 50 Social Media Best Practices Research Salesforce Digital / Social Media