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
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

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