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
|Date||Title||Document Source||Publication||Marketing Channel|
|3/2013||Social Media: From Discovery to Marketing-A Primer for Lawyers||Research||American Journal of Trial Advocacy||Digital / Social Media|
|6/2016||An Independent Study of Media Transparency in the U.S. Advertising Industry||Research||Association of National Advertisers||Digital / Social Media|
|4/2016||State of Inbound Channel Marketing 2016||Research||Averetek||Digital / Social Media, Emerging Channels|
|8/2015||THE CHANGING FACE OF CO-OP: Digital Media Forges New Opportunities for Brand Managers||Research||Borrell Associates||Digital / Social Media|
|4/2017||C-Suite Series: A Marketer's Guide to Behavioral Email||Research||Bouncex||Digital / Social Media, Mobile|
|4/2017||4 Steps to Boosting Your Email Marketing Strategy||Research||BounceX||Digital / Social Media|
|1/2012||The Britney Spears universe: Social media and viral marketing at its best||Research||Business Horizons||Digital / Social Media|
|5/2011||Two hearts in three-quarter time: How to waltz the social media/viral marketing dance||Research||Business Horizons||Digital / Social Media|
|7/2015||A marketing communications approach for the digital era: Managerial guidelines for social media integration||Research||Business Horizons||Digital / Social Media|
|3/2012||If you love something, let it go mobile: Mobile marketing and mobile social media 4×4||Research||Business Horizons||Digital / Social Media, Mobile|
|12/2015||The Medium is the Marketplace: Digital Systems and the Intensification of Consumption||Research||Canadian Journal of Communication||Digital / Social Media|
|3/2016||Virtual & Augmented Reality: The Future of Immersive Marketing||Research||Catalyst||Digital / Social Media, Emerging Channels, Mobile|
|7/2012||Social Media Marketing and Brands' Social Marketing Behavior||Research||Central European Business Review||Digital / Social Media|
|7/2017||Essential 2017 E-Commerce Calendar: July-December||Research||Channel Advisor||Digital / Social Media|
|7/2017||The 2017 Social Landscape for E-Commerce Sellers||Research||Channel Advisor||Digital / Social Media|
|2/2015||The Value of a Digital Ad||Research||ComScore||Digital / Social Media|
|7/2015||The social media transformation process: curating content into strategy||Research||Corporate Communications: An International Journal||Digital / Social Media|
|4/2017||The Fundamentals of Social Media Analytics||Research||Crimson Hexagon||Any Marketing Channel|
|4/2017||2017 Consumer Trends Report||Research||Crimson Hexagon||Digital / Social Media|
|10/2018||How to Target Car Shoppers on Facebook, Post-Cambridge Analytica Scandal||Research||Dealer Magazine; New York||Digital / Social Media|
|1/2015||Digital Media: Rise of On-demand Content||Research||Deloitte||Digital / Social Media|
|10/2018||The GDPR is coming and will change Facebook ad targeting||Research||Digiday||Digital / Social Media|
|7/2017||Hitting the Mark 2017||Research||Dot Mailer||Digital / Social Media|
|10/2017||6 ways to grow your database this season||Research||Dot Mailer||Digital / Social Media|
|10/2017||Artificial Intelligence in email||Research||Dot Mailer||Digital / Social Media|