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 Publicationsort descending 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