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 Titlesort descending Document Source Publication Marketing Channel
5/2014 Unleashing the Power of Cross-Platform Advertising Research Association of National Advertisers Any Marketing Channel
3/2017 US Digital Media Usage: A Snapshot of 2017 Research IBM Any Marketing Channel
11/2015 Vendor Landscape: Gamification Solutions For Strategy And Execution Research Forrester 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
5/2017 Why Omni-Channel Retailers are Winning Research Salesforce 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

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