Creating an effective marketing strategy that represents an organization’s brand and meets business objectives is essential. Marketers are tuning their efforts to connect with consumers wherever they are to achieve complete customer-centric engagement. In order to stay relevant in today’s digital era, organizations must strategically coordinate their communications efforts across a variety of communication channels and use those channels clearly and consistently to maximize impact. Integrated marketing uses both traditional and digital media to effectively engage consumers.

Tapping into omni-channel marketing, tracking insights into consumer behavior and media consumption, and staying on top of media and marketing trends and technologies are vital to successfully connecting and relating to today’s consumers. Marketers must stay abreast of new technologies, ideas and trends in a constantly changing future. This page contains essential research and case studies that span marketing channels and industries that any marketer- novice or seasoned – will find highly beneficial and relevant.

Integrated Communications Research and Case Studies

Date Title Document Sourcesort descending Publication Marketing Channel
12/2015 Four Best Practices For Applying Through-Channel Marketing Automation Research Forrester Any Marketing Channel
8/2017 The Core Four: Essential Marketing Technologies Research Webdam Any Marketing Channel
4/2016 Brief: Choose From Four Approaches To Build Your Community Research Forrester Any Marketing Channel
8/2016 CMO Survey Report: Highlights and Insights Research CMO Survey Any Marketing Channel
11/2016 The path to 2020: Marketers seize the customer experience Research The Economist Intelligence Unit Any Marketing Channel
8/2016 ‘It’s an illusion, but it looks real!’ Consumer affective, cognitive and behavioural responses to augmented reality applications Research Journal of Marketing Management Any Marketing Channel
8/2017 The Big Rewards of Email Deliverability Research Sparkpost Any Marketing Channel
2/2013 Emerging Touchpoints Require A Marketing Mind Shift Research Forrester Any Marketing Channel
8/2015 By 2017 the CMO will Spend More on IT Than the CIO Research Gartner Any Marketing Channel
1/2016 Augmented Reality Marketing: Consumer Preferences and Attitudes Toward Hypermedia Print Ads Research Journal of Interactive Advertising Any Marketing Channel
8/2017 StatPack: US Omnichannel Retail Research eMarketer Any Marketing Channel
8/2015 Five Big Areas for Breaking Down Silos Between Social and Multichannel Marketing Research Gartner Any Marketing Channel
6/2015 Want to Talk to Me?: What Customers Want in Exchange for Their Personal Information Research Royal Mail Any Marketing Channel
7/2015 Marketing in Five Dimensions Research MIT Sloan Management Review Any Marketing Channel
9/2015 An investigation into gamification as a customer engagement experience environment Research Journal of Services Marketing Any Marketing Channel
8/2017 Subject Line Benchmarks Research Yes LifeCycle Marketing Any Marketing Channel
7/2014 The Ultimate Marketing Machine Research Harvard Business Review Any Marketing Channel
4/2016 Media Inflation Trends Research AAAA Any Marketing Channel
6/2015 Marketing Practices of Vapor Store Owners Research American Journal of Public Health Any Marketing Channel
8/2014 Motivational effects and age differences of gamification in product advertising Research Journal of Consumer Marketing Any Marketing Channel
10/2017 Empowering your events marketing with email Research Dot Mailer Any Marketing Channel
9/2016 Postal Strategies for Omni-channel Marketing and Compliance Success Research GreyHair Any Marketing Channel
3/2016 Strategic Approach in Social Media Marketing and a Study on Successful Facebook Cases Research European Scientific Journal Any Marketing Channel
12/2013 Optimization of the annual planning of targeted offers in direct marketing Research The Journal of the Operational Research Society Any Marketing Channel