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|
|10/2013||The Four Attributes of Customer Engagement||Research||Gartner||Digital / Social Media|
|10/2013||Balance Trust With Targeting In Social Reach Marketing||Research||Forrester||Digital / Social Media|
|10/2013||Marketing Technology Enables Your Customer Engagement IT Strategy||Research||Gartner||Digital / Social Media|
|10/2013||The Zombie Apocalypse: The Viral Impact of Social Media Marketing on Health||Research||Journal of Consumer Health on the Internet||Digital / Social Media|
|10/2013||Use the Sales Organization to Set the Stage for Customer Engagements||Research||Gartner||Digital / Social Media|
|10/2013||Design Your Social Media Strategy to Support Customer Engagement||Research||Gartner||Digital / Social Media|
|9/2013||Is There Room for Two Brands in One Advertisement?||Research||Journal of Advertising Research||Digital / Social Media, TV / Radio|
|9/2013||THE GLOBAL MEDIA INTELLIGENCE REPORT||Research||eMarketer||Digital / Social Media|
|9/2013||Buying impulse triggered by digital media||Research||The Service Industries Journal||Digital / Social Media|
|9/2013||Factors affecting attitudes and behavioural intention towards social networking advertising: a case of Facebook users in South Korea||Research||International Journal of Market Research||Digital / Social Media|
|8/2013||Move Over Big Data, Here Comes Big Content||Research||Gartner||Digital / Social Media|
|8/2013||Three Steps to Build a Digital Marketing Strategy With Mobile Extensions for Retail Banks||Research||Gartner||Digital / Social Media, Mobile|
|8/2013||Case Study: BBVA Drives Online Banking Use With Game Mechanics||Research||Forrester||Digital / Social Media|
|7/2013||The Social Behaviors Of Your B2B Customers||Research||Forrester||Digital / Social Media|
|7/2013||How to Find a Data Provider That Suits Your Digital Marketing Needs||Research||Gartner||Digital / Social Media|
|7/2013||Using social media for arts marketing: theoretical analysis and empirical insights for performing arts organizations||Research||International Review on Public and Non - Profit Marketing||Digital / Social Media|
|7/2013||THE GLOBAL SOCIAL NETWORK LANDSCAPE||Research||eMarketer||Digital / Social Media|
|7/2013||The Role of Curation in Content Marketing||Research||Gartner||Digital / Social Media|
|6/2013||How Consumers Found Websites In 2012||Research||Forrester||Digital / Social Media|
|5/2013||How to Choose the Social Commerce Storefront That's Right for You||Research||Gartner||Digital / Social Media|
|5/2013||How B2B Marketers Use Social Now||Research||Forrester||Digital / Social Media|
|5/2013||Best Practices In Digital Money Managament||Research||Forrester||Digital / Social Media|
|5/2013||Social media: Listening to act, listening to learn||Research||Journal of Digital & Social Media Marketing||Digital / Social Media|
|5/2013||The determinants of consumer behavior towards email advertisement||Research||Internet Research||Digital / Social Media|
|5/2013||SoLoMo' Is the Mantra of the Mobile Marketing Master||Research||Gartner||Digital / Social Media, Mobile|