research topic in digital marketing

Research Topics & Ideas: Marketing

50+ Marketing Research Topic Ideas To Fast-Track Your Project

Finding and choosing a strong research topic is the critical first step when it comes to crafting a high-quality dissertation, thesis or research project. If you’ve landed on this post, chances are you’re looking for a marketing-related research topic , but aren’t sure where to start. If so, you’ve come to the right place.

Here, we’ll explore a variety of marketing-related research ideas and topic thought-starters, covering both traditional marketing (offline media) and digital marketing (including social media marketing, content marketing and the like). We’ll also look at actual dissertations and theses from marketing students to give you a view of what a well-defined research topic looks like.

NB – This is just the start…

The topic ideation and evaluation process has multiple steps . In this post, we’ll kickstart the process by sharing some research topic ideas within the marketing domain. This is the starting point, but to develop a well-defined research topic, you’ll need to identify a clear and convincing research gap , along with a well-justified plan of action to fill that gap.

If you’re new to the oftentimes perplexing world of research, or if this is your first time undertaking a formal academic research project, be sure to check out our free dissertation mini-course. In it, we cover the process of writing a dissertation or thesis from start to end. Be sure to also sign up for our free webinar that explores how to find a high-quality research topic. 

Overview: Marketing-Related Topics

• How to find a research topic (video)
• Traditional (offline) marketing topics/ideas
• Digital (online) marketing topics/ideas
• Examples of actual dissertation topics
• Free Webinar : Topic Ideation 101
• Where to get extra help

How To Find A Research Topic

Before we look at specific research ideas and topics, it’s useful to first understand what the topic ideation process entails and how to go about finding and refining viable topic ideas. In the video below, we cover exactly that. So, if you’re a first-time researcher, be sure to watch this tutorial before jumping into the collection of marketing research topics we present below. 

Now that you’ve got a big-picture view of the topic ideation process, we can dive into a few research ideas to get your creative juices flowing. Please note that these research topic ideas are intentionally broad and generic, so you will need to refine them a fair deal using the techniques we discussed in the video above.

To make life a little easier for you, we’ve grouped the topic ideas based on two main categories – traditional marketing and digital / online marketing . For the latter, we’ve divided it up into a few subcategories, including social media marketing, content marketing and search marketing. That said, there is naturally some overlap between topics, so keep this in mind.

Research Ideas: Traditional Marketing

• The perceived effectiveness of different types of direct mail campaigns (e.g., postcards, catalogues, brochures) among small business owners in New York
• The perception and use of traditional marketing in creating and nurturing customer loyalty and retention among UK Financial Firms.
• The impact of demographic targeting on traditional marketing performance among green businesses
• The perception of different types of sales promotion (e.g., discounts, coupons, contests) among GenZ consumers
• The continued use of celebrity endorsements in traditional marketing campaigns, post-2020.
• Exploring factors related to outdoor advertising recall in India
• Measuring the ROI of traditional marketing efforts: a review of current methods
• Comparing the effectiveness of different traditional media channels (e.g., television, radio, print) in driving engagement and conversions among established brands
• The use of public relations in traditional marketing campaigns among large insurance companies
• The role of event marketing in building brand awareness and engagement: perceptions among marketing professionals in the UK

Research Ideas: Digital/Online Marketing

Social media marketing

• The use of artificial intelligence in social media marketing among online fashion companies in Sweden
• The impact of social media on public relations and media relations: a Case Study of Nandos
• The role of Twitter in crisis communication and reputation management: a discourse analysis
• The impact of social media influencer presence on brand loyalty and customer retention among Gen X.
• The use of social media for market research and consumer insights among SMEs in Kenya
• The impact of social media on consumer buying behaviour of fast food in Italy
• The challenges and opportunities of social media in global and multicultural marketing: perceptions of marketing departments in large corporations
• The relationship between social media engagement and website traffic: an analysis of fitness brands
• The effectiveness of influencer marketing on social media platforms for household cleaning products in the UK
• The perceptions and understanding of paid vs organic social media advertising among Gen Z consumers in San Francisco

Content marketing

• The use and understanding of micro-moments in creating personalized content experiences among content creators in the USA
• Comparing the effectiveness of methods of personalization of content marketing: an evaluation of best practice
• The experiences and use of SEO in content marketing strategy among small online businesses
• The use of social media influencers in content marketing campaigns: a Case Study of Hello Fresh
• Comparing different content distribution channels for different types of content: perceptions of best practices among content marketing experts
• The use of user-generated content in building brand trust and engagement among green companies in the UK
• Measuring the ROI of content marketing efforts among luxury brands
• The perception and use of Chat GPT in content creation among small online businesses
• The perceptions of interactive and immersive content formats (e.g., virtual reality, augmented reality) in marketing among consumers: an experimental study
• Comparing image and text-based content formats in driving engagement and conversions on social media: a multi-case study of NGOs

Search engine marketing

• The effectiveness of different ad formats (e.g., text ads, shopping ads, video ads) in Search Engine Marketing for tourist destinations
• The impact of search engine algorithm updates on Search Engine Marketing performance – who are the winners and losers?
• The perception and use of AI and machine learning in Search Engine Marketing strategy and bidding optimization within a UK marketing agency
• The use of voice search and its impact on Search Engine Marketing among food retailers in Switzerland
• The role of local SEO in driving brick-and-mortar sales: a case study of a local fashion outlet in France
• The impact of mobile optimization on Search Engine Marketing performance and conversion rates in Nigeria
• Comparing analytical tools for measuring ROI of Search Engine Marketing campaigns
• The effectiveness of different types of keywords and search queries in driving traffic towards restaurants in Italy
• The use of remarketing and retargeting in search engine marketing campaigns among marketers
• The understanding and use of schema markup and structured data in improving Search engine marketing performance among Start-Ups

Email marketing

• The perception and use of AI and machine learning in email marketing among NGOs: a focus on personalized content and dynamic segmentation
• The effectiveness of email subject line strategies in driving open and click-through rates: an experimental study
• Comparing A/B testing and multivariate testing in improving email marketing performance: a case study
• The use of personalization on email marketing performance among craft bloggers
• The impact of automated email marketing among local online retailers on customer loyalty and retention
• The use of automation and triggered emails in increasing engagement and conversion rates for online courses
• The perception and understanding of GDPR and other data privacy regulations on email marketing among SMEs
• The role of mobile optimization in email marketing targeting Gen Z consumers
• The challenges of measuring the ROI of email marketing campaigns: perceptions of SMEs
• The effectiveness of different email formats (e.g., text-based, HTML, interactive) in driving engagement: A/B testing for a small online retailer

Marketing-Related Dissertations & Theses

While the ideas we’ve presented above are a decent starting point for finding marketing-related research topic, they are fairly generic and non-specific. So, it helps to look at actual dissertations and theses to see how this all comes together.

Below, we’ve included a selection of research projects from various marketing-related degree programs to help refine your thinking. These are actual dissertations and theses, written as part of Master’s and PhD-level programs, so they can provide some useful insight as to what a research topic looks like in practice.

• The Influences of Brand Personality, Culture, and Social Media on Iconic Brand Preferences (Whelan, 2021)
• Customer Success and the Transformation of Customer Relationships (Raines, 2022)
• The Effects of Online Incentivized Reviews on Organic Review Ratings (Jeong, 2020)
• Are You For Real? The Consumption-Driven Self-Authentication Process And Its Effects On Perceived Brand Authenticity (Kuchmaner, 2020)
• You Are What You Eat: How Food Texture And Packaging Influence Consumer Well-Being (Ning, 2020)
• Social Dialogic Listening: Connecting Marketing Activity To Strategy (Collins, 2020)
• Millennials’ Attitudes Towards Influencer Marketing And Purchase Intentions (Yu, 2019)
• Cannibalization between Two Mercedes-Benz Models and Consumer Behavior (Ma, 2020)
• Selling and Buying Aspects of Used Products That Are Brand Anthropomorphized (Kim, 2019)
• Global Identity: Conceptualization, Measurement, And Implications For Marketing Strategy (Yoruk, 2022)
• The Intersection of Organizational Frontline Marketing and a High-Tech World (Krotz, 2021)
• The Unexplored Impacts of Communication Elements in Marketing (Trinh, 2022)
• Founder Social Identity As A Predictor Of Customer And Competitor Orientation In Small And Medium-Sized Enterprises (Rutherford, 2021)

Looking at these titles, you can probably pick up that the research topics here are far more specific and narrowly-focused , compared to the generic ones presented earlier. This is an important thing to keep in mind as you develop your own research topic. That is to say, to create a top-notch research topic, you must be precise and target a specific context with specific variables of interest . In other words, you need to identify a clear, well-justified research gap.

Fast-Track Your Research Topic

If you’re still feeling a bit unsure about how to find a research topic for your marketing dissertation or thesis, check out our 1-on-1 private coaching services below.

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Top Marketing Research Topics: Strategies for Competitive Advantage

Explore the dynamic landscape of Marketing Research and discover key strategies for gaining a competitive advantage in this insightful blog. From consumer behaviour analysis to emerging trends, delve into the latest methodologies and innovative approaches that can elevate your marketing efforts. This blog unlocks the secrets to staying ahead in the ever-evolving business world through practical Marketing Research Topics.

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Marketing Research is essential for any business that wants to understand its customers, competitors, and market trends. Marketing Research Topics are the specific questions that guide the collection and analysis of data to provide insights and recommendations for various marketing decisions.   

These topics cover a wide range of areas, such as product development, pricing, promotion, distribution, customer satisfaction, loyalty, segmentation, branding, and more. In this blog, we will discuss some of the top Marketing Research Topics that can help marketers achieve their goals and gain an edge over their competitors.   

Table of Contents 

1) Best Marketing Research Topics list 

     a) Digital Marketing Topics 

     b) Content Marketing Topics 

     c) Strategic Marketing Problems 

     d) Social Media Marketing Research Topics 

     e) Exceptional Marketing Research Topics 

     f) Unique Marketing Research Topics 

    g) Premium Marketing Research Topics 

    h) Interesting Marketing Research Ideas.  

    i) Current Marketing Research Topics 

    j) Impressive Marketing Research Topics 

2) Conclusion 

Best Marketing Research Topics list 

Here, we explore various Marketing Research Topics to uncover insights and strategies for informed decision-making and business success.  

1) Digital Marketing Research Topics 

Listed below are some of the best Digital Marketing Research topics: 

a) Digital Marketing's influence on brand recognition  

b) Social Media's function in Digital Marketing  

c) Efficiency of digital advertising  

d) Mobile technology's influence on Digital Marketing  

e) Search engine optimisation's role in Digital Marketing  

f) Utilisation of Big Data in Digital Marketing  

g) Digital Marketing's impact on customer engagement  

h) Content Marketing's position in Digital Marketing  

i) Effectiveness of strategies in Digital Marketing  

j)  Digital Marketing's impact on shopping behaviour  

k)  Artificial intelligence's role in Digital Marketing  

l)  Video usage in Digital Marketing  

m) Digital Marketing's impact on Sales  

n) Influencer Marketing's role in Digital Marketing  

o) Email Marketing's effectiveness  

p) Digital Marketing's impact on customer loyalty  

q) Social Media analytics in Digital Marketing  

r) Integration of Voice Search in Digital Marketing  

s) Digital Marketing's Effect on Return on Investment (ROI)  

t) Automation's Role in Digital Marketing  

2) Content Marketing Research Topics 

Listed below are the top Content Marketing topics: 

a) Building brand identity through Content Marketing  

b) The social media landscape in Content Marketing strategies  

c) Evaluating the impact of content advertising effectiveness  

d) Mobile technology's influence on Content Marketing strategies  

e) Search engine optimisation's significance in Content Marketing  

f) Harnessing Big Data for informed Content Marketing decisions  

g) Customer engagement strategies in Content Marketing  

h) The crucial role of Content Marketing in digital strategies  

i) Assessing the effectiveness of Content Marketing strategies  

j) Content Marketing's influence on consumer shopping patterns  

k)  Artificial intelligence: A catalyst in Content Marketing innovation  

l) Video content strategies for effective Content Marketing  

m) Driving sales through strategic Content Marketing  

n) Influencer collaboration's impact on Content Marketing success  

o) Email marketing: A pillar of effective content distribution  

p) Fostering customer loyalty through tailored content experiences  

q) Social media analytics for informed Content Marketing insights  

r) Integrating voice search into Content Marketing strategies  

s) Measuring Content Marketing ROI: A comprehensive analysis  

t) The role of automation in optimising Content Marketing effort 

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3) Strategic Marketing Research Topics  

Here’s a list of Strategic Marketing Research Topics: 

a) Strategic Marketing Research's influence on brand positioning  

b)  The role of market segmentation in Strategic Marketing Research  

c) Evaluating the effectiveness of competitive analysis in Strategic Marketing  

d) Technological innovations and their impact on strategic Marketing Research  

e) Consumer behaviour studies: Informing strategic marketing decision-making  

f) Strategic Marketing Research in the era of Big Data analytics  

g) Customer journey mapping: A strategic approach in Marketing Research  

h) The positioning of brand equity in Strategic Marketing Research  

i)  Assessing the effectiveness of pricing strategies in Strategic Marketing  

j)  The impact of environmental scanning on strategic Marketing Research  

k) Artificial Intelligence's integration in strategic Marketing Research  

l) Utilising surveys and feedback loops in strategic Marketing Research  

m) Strategic Marketing Research's influence on market penetration  

n) Stakeholder analysis: A key component of strategic Marketing Research  

o) Email surveys and their role in strategic Marketing Research  

p) Building customer retention strategies through strategic Marketing  

q) Social Media monitoring in strategic Marketing Research  

r) The integration of Voice of the Customer (VOC) in Strategic Marketing  

s) Assessing ROI in strategic Marketing Research initiatives  

t) The role of automation in enhancing Strategic Marketing Research. 

4) Social Media Marketing Research Topics 

Here’s a list of Social Media Marketing Research Topics: 

a) Exploring Social Media's impact on brand recognition  

b) The role and function of Social Media in Digital Marketing  

c) Measuring the effectiveness of Social Media advertising  

d) Influence of mobile technology on Social Media Marketing  

e) Optimising Social Media presence through SEO strategies  

f) Leveraging Big Data for insights into Social Media Marketing  

g)  Enhancing customer engagement through Social Media Marketing  

h) Positioning Content Marketing within Social Media strategies  

i) Evaluating the effectiveness of Social Media Marketing strategies  

j) Understanding Social Media's influence on consumer shopping behaviour  

k) The integration of Artificial Intelligence in Social Media Marketing  

l) Utilising video content for effective Social Media Marketing  

m) Analysing the impact of Social Media Marketing on sales  

n) Role and impact of Influencer Marketing in Social Media  

o) Effectiveness of Email Marketing in Social Media context  

p) Fostering customer loyalty through Social Media Marketing  

q) Utilising Social Media analytics for strategic insights  

r) Integrating voice search in Social Media Marketing strategies  

s) Measuring Social Media Marketing's Return on Investment (ROI)  

t) The role of automation in Social Media Marketing 

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5) Exceptional Marketing Research Topics 

Given below are Research Topics for Exceptional Marketing: 

a) Offshore marketing and evaluating optimal distribution strategies for new companies 

b)  Marketing distribution channels and potential mistakes to avoid 

c) Examination of online shopping in China, discussing its influence and opportunities 

d) Explanation of the concept of Artificial Intelligence in marketing 

e) Discussion of the components of a competitive marketing strategy 

f) Impact assessment of augmented reality on the marketing experience 

g) Pricing and positioning strategies for marketing effectiveness 

h) Description of the role of Social Media in lead generation 

i) Development and execution of investment banking in developing markets 

j) Impact analysis of European financial supervision on cross-border financial investment 

k) Consumer purchase decision and the influence of e-marketing 

l) Customer buying behaviour and the role of sensory marketing 

m) Gender influence on business startups 

n) Analysis of the significance of leadership and culture in organisational change 

o) Case study of Nike, evaluating the role of CSR 

p) Analysis of the use of Omni-channel tracking in marketing 

q) Comparison of Augmented Reality (AR) and Immerse Technologies in Marketing 

r) Comparison of the use of User-Generated Content and Content Mapping in Marketing 

s) Application of Progressive Web Apps (PWAs) in marketing 

t) Pros and cons of using Predictive Analytics and Browser Push Notifications in marketing 

6) Unique Marketing Research Topics 

Here’s a list of unique Marketing Research Topics: 

a) Analysing the impact of cultural shifts on consumer behaviour  

b) Unveiling the power of neuro-marketing in understanding consumer choices  

c) The role of augmented reality in enhancing market research  

d) Green marketing: sustainability as a critical factor in consumer preferences  

e) Cross-cultural marketing: navigating diverse global markets  

f) The influence of gamification on market research strategies  

g)  Ethical considerations in contemporary market research practices  

h)  Examining the role of blockchain in revolutionising marketing data security  

i) VOC analysis: Strategies for effective implementation  

j) The impact of virtual events on market research dynamics  

k) Harnessing the potential of chatbots in gathering customer insights  

l) Understanding the psychology of brand loyalty in changing market landscapes  

m) Market research in the age of privacy concerns: navigating regulatory challenges  

n) Evaluating the effectiveness of experiential Marketing Research  

o) Innovations in mobile market research: adapting to the smartphone era  

p) The intersection of market research and artificial intelligence  

q) Measuring emotional engagement in Marketing Research  

r) The role of predictive analytics in anticipating market trends 

7) Premium Marketing Research Topics 

Here, we discuss the premium Marketing Research Topics in the contemporary world: 

a) Crafting an exclusive brand experience: Beyond digital channels 

b) Strategic utilisation of luxury influencers in marketing 

c) Innovative approaches to premium Content Marketing 

d) Augmented reality in premium branding strategies 

e) Customised user journeys: Personalisation in Premium Marketing 

f) Blockchain technology in ensuring brand authenticity for premium products 

g) Neuro-Marketing: Understanding the premium consumer's mind 

h) Exclusive partnerships and collaborations in premium branding 

i) Data privacy and security concerns in premium customer relationships 

j) Sustainability as a premium brand value: Strategies and challenges 

k) The role of experiential marketing in premium product launches 

l) Psychological pricing strategies for premium goods 

m) Virtual reality experiences for premium brand engagement 

n) Ultra-personalisation: Tailoring premium services to individual needs 

o) Emerging trends in premium customer retention strategies 

p) Cultivating a sense of exclusivity: Membership programs in premium marketing 

q) The impact of limited-edition releases on premium brand image 

r) Luxury branding in the digital age: balancing tradition and innovation 

s) Premium market positioning: Differentiating in a crowded landscape 

t) Strategies for niche market penetration in premium sectors 

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8) Interesting Marketing Research Ideas 

Discussed below are a few interesting Marketing Research ideas: 

a) Utilising pillar content for sales growth: An exploration of effective strategies 

b) Examining the roles of Mobile Marketing in driving business success 

c) The intersection of internet security and its implications for online marketing 

d) Determining the optimal social media platform for marketing baby products 

e) The role of social media in business survival and growth 

f) The importance of competitor analysis in shaping brand marketing strategies 

g) Political campaigns as a factor in brand marketing dynamics 

h) Assessing the viability of centralised marketing for international brands 

i)  Exploring brand salience and its impact on in-store branding 

j) Social class distinctions and their influence on company service perception 

k) Exploring commonly used methods for predicting consumer behaviour 

l) Investigating the influence of advertising during economic recession periods 

m)  Strategies employed in the marketing landscape of the fashion industry 

n) In-depth exploration of targeted marketing using paid search engine ads 

o) Assessing the impact of television advertisements on consumer moods 

9) Relevant Marketing Research Topics 

Here’s a list of relevant Marketing Research Topics: 

a) Impact of Covid-19 on the marketing initiatives of the organisation 

b) Effect of the Covid-19 emergence on business communities 

c) Influence of the Covid-19 emergence on marketing operations 

d) Examination of the impact of brand promotion and celebrity usage on ROI 

e) Analysis of how lockdown situations impact an organisation's PR activities 

f) Significance of the marketing mix on organisational performance 

g) Discussion on the importance of STP analysis for any business entity 

h) Analysis of the impact of Covid-19 and subsequent lockdown on the hospitality sector 

i) Effects of Covid-19 and subsequent lockdown on the aviation industry 

j) Importance of an environmental audit for formulating effective marketing strategies 

k) Impact of Covid-19 and the subsequent lockdown on the service sector 

l) Exploration of the impact of Covid-19 and the subsequent lockdown on the sports industry 

m) "Just Do It" - one of the most successful environmentally conscious advertising taglines 

n) Examination of the successful marketing strategies of Apple, Southwest Airlines, and Budweiser 

o) Importance of personalisation in marketing 

10) Impressive Marketing Research Topics 

Listed below are some of the impressive Marketing Research Topics: 

a) Impact of consumers' implicit and explicit knowledge on their purchasing behaviour 

b) Implementation of centralised global marketing 

c) Integration of IoT, wearables, or smart devices for automated customer service 

d) Definition and application of e-CRM in marketing 

e) Interconnection between brand awareness and repeat purchases 

f) Establishing a company's brand image through Guest Blogging 

g) Strategies for managing marketing and company reputation effectively 

h) Examination of Corporate Social Responsibility as a marketing tactic 

i) Optimal social media approaches to enhance customer engagement 

j) Analysis of social media marketing's influence on customer behaviour 

k) Relationship dynamics between influencer marketing and lifestyle branding 

l)  Technologies pivotal in improving customers' online decision-making processes 

m) Exploring efficient marketing strategies to mend a damaged reputation 

n) Human Resource Management and the motivational factors crucial for future leaders 

o) Influence and importance of performance management in large and diverse organisations 

Conclusion 

Marketing Research Topics vary from how Digital Marketing influences what we buy to whether traditional methods still work. You can also explore Social Media's role, how online ads perform, and the impact of loyalty programs. Other areas include product placement, celebrity endorsements, and how pricing affects what consumers choose. Regardless of the topic, thorough and organised research is crucial for accurate and reliable findings. 

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Top 10 Digital Marketing Research Topic Categories For 2023

Marketing research is a great way to gain insight into what your target audience is interested in, as well as what they’re struggling with. In this article, we’re taking a look at the top 10 digital marketing research topics for 2023.

Digital Marketing Research Categories

There are a lot of different digital marketing research topics that you can explore when conducting your own research. Here are some of the most prevalent classifications:

1. Site Audits

2. Social Media Tracking and Analysis

3. Online Advertising Research

4. Conversion Rate Optimization (CRO) Research

5. Customer Retention and Loyalty Research

Budget For Digital Marketing Research

Digital marketing research can be expensive, but it’s important to choose the right topic category for your research project. Here are five of the most common digital marketing research topic categories:

1. Budget: How much does it cost to conduct digital marketing research?

2. Strategy: What are the best ways to improve your online presence?

3. Audience: Who is your target audience?

4. Measurement: How can you track the success of your digital marketing campaigns?

5. Optimization: How can you fine-tune your digital marketing strategies to achieve the most results?

Demand for Digital Marketing Research

Digital marketing research is a critical component of any successful digital marketing strategy. It helps to identify and understand customer needs, wants, and desires. Additionally, it can help to develop and test marketing campaigns and determine the effectiveness of those campaigns. There are several online marketing organizations, such as Incrementors, that offer outstanding social media marketing services that can save you time and money.

There are a number of different topic categories that are typically addressed in digital marketing research. These include audience analysis, consumer profiling, web tracking, and online measurement. In addition, digital marketing research can also focus on developing new customer acquisition strategies or improving customer retention rates.

There are a number of different companies that offer digital marketing research services. Some of these companies include Nielsen, comScore, and Millward Brown. Each organisation has its own set of advantages and disadvantages.. However, any company that offers digital marketing research services can be a valuable resource for your business.

Application of Digital Marketing Research.

Digital marketing research is an important part of any marketing campaign. It can help to determine which tactics are working best and which areas need improvement.

There are a number of different topic categories that can be studied in digital marketing research. Some of these categories include website analysis, online advertising, email marketing, social media monitoring, and web analytics. Each of these topics has its own set of benefits and drawbacks.

Website analysis is the most basic type of digital marketing research. This involves tracking the traffic flows to a website and studying the patterns that emerge. It can help to determine which sections of a website are most popular and which ads are generating the most clicks.

Online advertising is a more sophisticated form of digital marketing research. This involves placing ads on websites that have a high potential for conversion. The goal is to generate leads and sales from these ads.

Email marketing is another popular type of digital marketing research. This involves sending targeted emails to relevant audiences. The goal is to generate leads and sales from these emails.

Social media monitoring is another common type of digital marketing research. This involves tracking the activity on various social media platforms (such as Facebook, Twitter, Instagram, etc.) and studying the patterns that emerge from this activity. The goal is to generate leads and sales from these patterns.

The term “digital marketing research” generally refers to any form of customer research that involves the analysis of digital data sources. In other words, it can be viewed as a form of data-driven marketing research. For example, websites can be analyzed for their potential for generating leads and sales. Email campaigns can also be analyzed for their performance in generating leads and sales.

Areas Where Growth Is Expected in the Next 12 Months

Digital marketing research topics can include the following:

1. Social Media Marketing

2. Mobile Marketing

3. Display Advertising

4. Search Engine Optimization

5. Conversion Rates

6. Digital Experiences

7. Cross-Platform Strategies

8. eCommerce Strategy

9. Customer Retention and Loyalty Programs

10. Data Collection and Analysis

Categorizing the Top 10 Markets

Digital marketing research is an important part of any successful digital marketing campaign. It helps to identify the target market, understand their needs, and deliver the right message to them.

There are many different topic categories that are relevant to digital marketing research. Below are the top 10 categories that are most commonly used in digital marketing research.

1. Demographics:

This category includes information about the target market’s age, gender, and location.

2. Psychographics:

This category focuses on factors such as personality traits and attitudes.

3. Customer behavior:

This category includes data about how customers interact with the brand online and offline.

4. Website design:

This category includes information about the design of the website, including color, layout, and branding.

5. Social media management:

This category includes data about how social media is being used to promote the brand online and offline.

This category includes data about how well the website is ranking on search engine results pages (SERP). Many online marketing agencies such as Incrementors strategic SEO campaigns benefit you, as it brings high-quality traffic to your website and at the same time reduce your customer acquisition cost.

7. AdWords campaigns:

This category includes data about how effective ad campaigns are for driving traffic to the website.

8. Landing pages:

This category includes information about how visitors arrive at the website and interact with it.

9. Email marketing campaigns:

This category includes data about how effective email campaigns are for driving traffic to the website.

10. Website analytics:

This category includes data about how well the website is performing in terms of conversions, bounce rate, and time on page.

As a business owner, you know that your success depends on the right marketing mix. That’s why it’s important to keep up with the latest trends in digital marketing research so that your campaigns are as effective as possible. If you want to stay ahead of the curve, here are some of the most popular digital marketing research topic categories and what they might include: email marketing, Facebook advertising, SEO, paid search optimization, online ads placement and measurement, and social media analytics. Use these topic categories as jumping-off points for your own investigations into how each one can help grow your business.

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Trends and patterns in digital marketing research: bibliometric analysis

• Original Article
• Published: 12 August 2021
• Volume 10 , pages 158–172, ( 2022 )

Cite this article

• Zahra Ghorbani 1 ,
• Sanaz Kargaran 1 ,
• Ali Saberi   ORCID: orcid.org/0000-0001-8839-6772 2 ,
• Manijeh Haghighinasab 1 ,
• Seyedh Mahboobeh Jamali   ORCID: orcid.org/0000-0001-8728-5827 3 &
• Nader Ale Ebrahim   ORCID: orcid.org/0000-0001-7091-4439 4  

1983 Accesses

21 Citations

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In today’s digital era, the importance of digital marketing has increased from one year to another as a way of providing novel properties for informing, engaging, and selling services and products to clients. The research’s aim is to investigate trends and patterns in the area of digital marketing research from 1979 to June 2020 through a bibliometric analysis technique. A total of 924 articles published were obtained from the Scopus database for the analysis. In this paper, we examine variant bar charts including the year of publication, writer, publication, keyword, and country to provide more insights. Results indicated that digital marketing research steadily increased during the study period and the maximum publications occurred in the year 2019 that reach to 163 documents. The trend of publications is still growing. The top 20 documents based on the times cited per year (TCpY) were qualitatively analyzed. The largest number of multiple (MCP) and single (SCP) publications was from the USA, followed by the UK and China. The top 20 most repeated authors’ keywords out of 1909 with their trends illustrated. The “real-time bidding”, “machine learning”, “big data”, “social media marketing”, and “influencer marketing” are the emerging keywords in the digital Marketing area. This bibliometric study generally provides the whole image of the field and suggests that researchers focus on novel areas to add new findings and knowledge in the literature if they conduct digital marketing research.

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Ghorbani, Z., Kargaran, S., Saberi, A. et al. Trends and patterns in digital marketing research: bibliometric analysis. J Market Anal 10 , 158–172 (2022). https://doi.org/10.1057/s41270-021-00116-9

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Published : 12 August 2021

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DOI : https://doi.org/10.1057/s41270-021-00116-9

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Tutorial 3 : How To Do Research for Your Digital Marketing Campaign

Welcome to day three of your Digital Marketing for Beginners Course! Yesterday, we got familiar with the marketing funnel—and dived into the main digital marketing channels. Now that we’ve laid the foundations, it’s time to learn more about how all good marketing campaigns begin: with research!

Here's what we'll be learning about today:

• What is research in digital marketing and why is it important?
• What does research look like in digital marketing?
• Different types of research and analysis techniques

Day three, comin’ in hot—let’s get stuck in!

1. What is research in digital marketing and why is it important?

We've already mentioned quite a few times throughout this course that digital marketing is highly data-driven; a good marketer knows how to find and interpret relevant hard data, and has an instinct, or intuition, for what kind of marketing might work with their target audience.

Of course, this "intuition" is also data-driven—it's the result of direct experience (what's worked before), of heightened sensitivity to the marketing of others, and of hundreds of interactions with customers and potential customers.

💡 This is where research comes in. Research helps you validate or invalidate your own assumptions—without research, it’s impossible to understand your users, and it's also what's necessary to formalize and operationalize a consistent, effective approach to your marketing.

Unfortunately, research in digital marketing often happens in a somewhat haphazard way. Often, it doesn't really happen at all. Many of the digital marketing channels are inherently iterative, which means you launch quickly and you make small, frequent changes to your marketing materials as you receive feedback on them.

This feedback can take many shapes; you might see that more people click on one of your ads if you include a face on it, or change the color of the buttons. You might notice that your social media posts garner more engagement—more comments, more likes—if you opt for bolder, brasher statements and aspirational quotes. Or you might see that more people click on your blog post in the search results if you add an emoji to the metatitle.

This approach to marketing results in the heavy optimization of individual channels by implementing very channel-specific tactics, but it also results in ever declining consistency in terms of design, messaging, and tone of voice. This is the opposite of what you want from a brand.

If you think of the really big brands, whether it's Nike or Coca-Cola or Apple, the mere thought of them will conjure certain colors, thoughts, images, words, and aspirations. That's the consequence of years of carefully conceived and (mostly) very consistent marketing, based on detailed market research 😍

Done well, research will provide the entire marketing team with a toolbox for their campaigns. They'll be able to open it up every single time they want to launch a new campaign to remind them of the characteristics of their target group, to help them ideate messaging and imagery, and to remain consistent. Good research provides a departure point and a direction.

But what exactly does it look like?

2. What does research look like in digital marketing?

Research in digital marketing is all about gathering data and feedback from real people in relation to a particular product or service. It can be done with existing customers, or with people who represent your target audience.

Marketers will employ a range of different methods to conduct research, depending on what they hope to learn about their users. Some of the most common research techniques include interviews, surveys and questionnaires, A/B testing, and competitor research. These techniques typically fall under one of four main types of research: primary, secondary, qualitative, and quantitative .

Before we dive into the specific techniques, let's draw the distinctions between these types of research.

What's the difference between primary and secondary research?

Primary research refers to the data and information you've collected from your own sources—whether that's your website's visitors, social media followers, leads, or customers. Primary research is particular to your company and your target group, and is therefore probably the most valuable research you can do.

Secondary data is the data that you can garner from what already exists in the market—the best practices and market analyses that you can find in articles, ebooks, videos, and studies. This kind of research helps you to understand the competitive landscape in which you operate, and can lend you ideas for your marketing tactics and approaches.

🪄 AI tools can also help you conduct secondary research. While you shouldn't rely on AI technology solely, it can help kick start your research or speed up the process as you collate information from various sources.

Tools like ChatGPT or Bard can be used to identify competitors, suggest gaps to fill in the market, and gather demographic data. Just remember that ChatGPT is not “connected” to the internet and can only pull information from its training data, which ends around September 2021. This means ChatGPT has no knowledge of current events.

Recommended reading: Bard vs ChatGPT: What’s the Difference and Which Should You Use? 

What's the difference between quantitative and qualitative research?

Both quantitative and qualitative research can be primary or secondary in nature. Quantitative research is anything that can be measured—for example: the conversion rate on a particular landing page, or what percentage of users answered “yes” to a certain survey question, or how many users made a purchase on your website. Quantitative research looks at the “what.”

Qualitative research focuses on the “why.” Unlike quantitative data, it can’t be readily measured or counted; it’s more about the reasons, feelings, and motivations behind certain actions. For example: when interviewing a customer, they might mention that they bought your product because of the quality of the online reviews they'd read. This statement alone can’t be plotted on a graph, but it still counts as extremely valuable feedback.

Qualitative research often provides a more holistic, verbose, and altogether human understanding of the user's relationship with the product or company, especially when it comes to complex concepts like trust and loyalty. As such, marketers tend to conduct a mixture of both quantitative and qualitative research.

Before we move on to discuss a few techniques in more detail, a quick reminder: the best research is ongoing research . It's important to stay up-to-date with your industry, your competitors, and, above all, your customers so that you can make sure you're meeting their needs better than anyone else.

3. Different types of research and analysis techniques

Now we know the main types of research, let's consider a few specific techniques. In what follows, we'll walk you through a few simple steps to acquire a holistic understanding of your users.

1. User research

User research is typically primary, and can be either quantitative or qualitative. Common methods of user research include surveys, interviews, and observational analyses, such as watching a user navigate through your site or responding to your advertising.

Of these three methods, surveys are the most frequently used. Why? Well, they're simple and inexpensive to conduct, can be easily scaled, and they provide a wealth of data. Surveys will often open with broad questions about demographics before turning to focus on motivations, objections, and fears when it comes to using a product.

User interviews are one-on-one conversations with your users. While the pattern of the conversation may follow a similar structure to the survey, you'll get much more context—from longer, more detailed answers to non-verbal cues—from being in the same room together. And if you can't meet in person, then interviews over video are a second-best option.

Finally, one interesting form of secondary user research is review mining. Review mining is the process of analyzing reviews of your product to identify the most frequently mentioned features and benefits, and extracting powerful turns of phrase to describe them that can be used in your marketing. This can not only help you identify and solidify what makes your product desirable—it can also help you speak the language of your customers.

That's a lot of user research! Luckily there are some AI tools you can use to synthesize and summarize research like interviews and survey results.

🪄  Otter.ai can transcribe interviews,  while ChatGPT can take survey data and provide you with a human-like response to summarize the results and share key insights. Just remember, always check the output carefully if using AI tools to summarize your research.

2. Competitor research

While we shouldn't obsess about and copy our competitors, it's important that we monitor their actions across the 4 Ps of marketing: product, price, place, and promotion. If they're releasing a new product that's similar to yours, you should probably know about it, as it could impact your sales. Similarly, if they drop their price substantially and undercut you, you might see a dip in purchases as potential customers take advantage of the perceived better value.

It's not only important to monitor our competitors in case we need to react to their changes, however. It's also a great opportunity to learn. Take place and promotion , for example. If you see your competitor is running ads heavily on Facebook with a particular kind of messaging, you might want to try something similar to see what the resonance is like. If it's good, you can iterate on the messaging to make it your own.

While there's value in competitor monitoring and ad hoc tests, regular and detailed systematic analyses of your competitors across their marketing will also yield interesting and actionable results.

How does this look? Well, break down their marketing in the same way we've broken it down in this course; by channels, and by position in the funnel. Let's take your competitors' websites themselves. Create a matrix so you can analyze and evaluate distinct elements of the site and ask yourself the following questions:

• How is information structured on their website? Which pages appear to be the most important?
• What do you think is the desired user flow on their site? What are the main conversion points?
• What's the messaging like? How do they build trust?
• What kind of imagery are they using? What do you think they're trying to convey with this imagery? Is it consistent across the site? Do you like it?
• What are the main product features that they highlight? What kind of hierarchy do they give to these features? What do you think their #1 feature is?

If you analyze 3-4 competitors, you'll quickly find you have a deeper knowledge of the landscape in which you work and more than a few ideas on which you can build for your own marketing.

3. Analytics and internal reporting

If your company already has an established website, you'll already have a mountain of useful data which can inform your future marketing campaigns. How you select which data to focus on really depends on the campaign or initiative you have in mind.

Let's imagine that during your competitor research you noticed that some of your competitors were using an ebook as a lead generation tool . That means they're using the ebook as a means of generating customers' interest in the product. Remember the marketing funnel from yesterday? Lead generation tools help draw users further down the funnel as their interest in the product increases. To download the ebook the user will need to provide their email address, and collecting this data typically turns a user into a lead.

You've never tried this tactic before, and are interested in finding out whether it's effective for you, too. 🤔 So what should your ebook be about? What should the title and contents be? Why should your users be interested?

A good first starting point might be the SEO or content marketing manager. You could ask them which your most popular blog articles are, and which blog articles currently convert best for you. This would give you a good idea of the level of demand for the topic and its relevance to your product.

Similarly, you might talk to your events manager about the most visited and most subscribed events, or to your social media manager about the posts which have generated the most conversation recently. For a catchy title, you could speak to your paid marketing manager about the most effective wording they've been using in their ads. Creating a home for all this data, whether it be a dashboard or a simple presentation, will provide you with an invaluable resource to help you determine a direction for your ebook campaign.

All good marketing starts with good research, because we can't do really good marketing if we don't fully understand our customers and their needs. It's important to also consider the marketplace and industry itself by looking at the other choices available to your customers and your competitors 🔍

In this tutorial, we explored the different types of research in digital marketing and some of the most common techniques employed. In the next tutorial, we'll discover how digital marketers define success and measure their performance. Looking forward to seeing you there!

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Ideas Made to Matter

Digital marketing trends for 2022

Beth Stackpole

Jul 13, 2022

The advent of digital tools has upended age-old processes in marketing and advertising. Digital marketing technology is now a requirement for identifying, attracting, and retaining customers in an omnichannel world.

A new e-book from the MIT Initiative on the Digital Economy highlights learnings from the 2022 MIT Chief Marketing Officer Summit held this spring. The topline message to marketing executives: Add data, analytics, and algorithms to better reach socially-linked modern consumers.

Here are MIT Sloan researchers’ top digital marketing trends for 2022:

Social consumers in broad digital and social media networks

Today’s consumers make brand decisions based on a very broad set of digitally connected networks, from Facebook to WhatsApp, and the mix is constantly in flux.

Since social consumers are influenced by what social network peers think about different products and services (a trend called “ social proof ”), marketers must employ granular analysis to really understand the role of social media in marketing, according to IDE director Sinan Aral.

Aral examined 71 different products in 25 categories purchased by 30 million people on WeChat and found significantly positive effects from inserting social proof into an ad, although the effectiveness varied. For example, Heineken had a 271% increase in the click-through rate, while Disney’s interactions rose by 21%. There were no brands for which social proof reduced the effectiveness of the ads, Aral said.

Video analytics on TikTok, YouTube, and other social media

TikTok influencers loom large, especially with Gen Z. The problem is whether or not those viral influencer videos actually translate beyond attention into sales.

Research shows that engagement and product appearance isn’t the crucial factor — it’s more about whether the product is complementary or well-synched to the video ad. And the effect is more pronounced for “product purchases that tend to be more impulsive, hedonic, and lower-priced,” according to research conducted by Harvard Business School assistant professor Jeremy Yang while he was a PhD student at MIT.

Measuring consumer engagement with machine learning

 Call it the “chip and dip” challenge: Marketers have long grappled with how to bundle goods, finding the right consumer products to combine for co-purchase from a huge assortment. With billions of options, this research is exacting and massive in scale, and data analysis can be daunting.

Researcher Madhav Kumar, a PhD candidate at MIT Sloan, developed a machine learning-based framework that churns through thousands of field scenarios to identify successful and less successful product pairs.

“The optimized bundling policy is expected to increase revenue by 35%,” he said.

Using machine learning to forecast outcomes

Most marketers are concerned about retention and revenue, but without good forecasts, decisions about effective marketing interventions can be arbitrary, said Dean Eckles,  social and digital experimentation research group lead at IDE. Instead, update customer targeting through use of AI and machine learning to forecast outcomes more quickly and accurately.

In collaboration with the Boston Globe, IDE researchers took a statistical machine learning approach to analyze the results of a discount offer on customer behavior after the first 90 days. The short-term surrogate prediction was just as accurate as a prediction made after 18 months.

“There’s a lot of value to applying statistical machine learning to predict long-term and hard-to-measure outcomes,” Eckles said.

Adding “good friction” to reduce AI bias

Digital marketers talk frequently about reducing customer “friction” points by using AI and automation to ease the customer experience. But many marketers don’t understand bias is a very real factor with AI, said  Renée Richardson Gosline,  lead for the Human/AI Interface Research Group at IDE. Instead of getting swept up in “frictionless fever,” marketers must think about when and where friction can actually play a positive role.

“Use friction to interrupt the automatic and potentially uncritical use of algorithms,” Gosline said. “Using AI in a way that’s human-centered as opposed to exploitative will be a true strategic advantage” for marketing.

Read the 2022 MIT CMO Summit Report

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71+ Research Paper Topics & Ideas for Marketing Students  

As a marketing student, you probably have access to a plethora of resources such as your college library and of course, the internet, to come up with great research paper topics.

However, the thought of writing your research paper can be daunting, especially if you’re still brainstorming and don’t know what to write about.

Just like any other piece of writing, start by keeping your audience in mind. Then, make a list of research paper topics that are more relevant to your interests, or a new under-developed field (for example; augmented reality, or people sentiments towards Artificial Intelligence), or a unique research topic that intrigues your audience.

But if you’re still struggling to pin down one out of the many research paper topics for your program, we’ll suggest a number of them for you to either choose from; or for you to take inspiration from and come up with your own.

Table of Contents

How to Choose the Best Research Paper Topics

Before we dive into the details, you’ll have to familiarize yourself with the basics. For starters, pick up a pen and paper and brainstorm different topics that you’d like to write about.

While personal interest is definitely important, we also suggest you opt for a topic that will intrigue your readers.  Here are a couple of factors you ought to keep in mind while selecting a topic:

Keeping your personal interest in mind

You probably won’t be able to write a stellar research paper if you’re not interested in the topic. Sit down with your peers and advisors to discuss possible ideas. It will be easier for you to discuss different themes once you’ve written down all your ideas in one place. If you’ve decided on a specific keyword for instance “consumer behaviour”, you can look for similar research papers on the internet.

A research paper isn’t a descriptive essay which you can drag aimlessly. Your research paper needs to be based on factual data and that’s only possible if you’ve conducted thorough research. While jotting down points for your first draft, ensure your statements are supported with references or examples citing credible academicals and research work.

Don’t leave it till the last day

A lot of students tend to undermine the writing process and leave for the last few days. Bear in mind that you can’t possibly write your entire research paper overnight. In order to succeed, you’ll have to devote sufficient amount of time to research.

Also, be prepared to schedule meetings with your advisor on a regular basis as you’re bound to require help along the way. At this point, make sure you only rely on credible sources that will support your dissertation.

Examples & List of Research Paper Topics

If you’re still unable to decide a topic of your interest, here is a list of 70 unique marketing research topics that you can use as marketing project topics for your MBA, or any other marketing course:

• How do organizations use CSR ( corporate social responsibility ) to reinforce brand equity?
• What manipulation tactics do brands use to get more customers?
• How can brand image be communicated via social media marketing?
• How can social media impact the buying choices of shoppers?
• Are consumers equipped to shield themselves from direct marketing strategies?
• Determine and analyze consumer buying behavior for [product name]
• How does advertising impact consumer behaviour?
• How does family orientation impact marketing communications?
• What characteristics do buyers look for when purchasing a product online?
• How does global marketing incorporate standardization?
• What attributes do consumers look for when comparing products online?
• How do financial institutions differentiate their goods and services on the basis of social class?
• Is direct marketing really the most effective form of marketing?
• What internet marketing trends can be expected for the future?
• How to marketing strategies differ across different cultures?
• Can brand advertising impact political campaigns?
• How do brands exploit impulsive buying?
• How does loyalty cards encourage sales and boost customer loyalty?
• Can well-marketed brands get away with selling substandard quality products?
• How is globalization having on impact on consumer behaviour?
• Impact of brand image on customer loyalty
• Brand attributes that lead to an increase in customer loyalty
• Successful marketing approaches that helped break through strong market monopoly
• Impact of cause marketing on brand affinity with young mothers
• Effect of consumer promotions and discount offerings on brand equity
• The outcomes of advertising in a recession
• Influence on Social Media advertising on consumer behaviour
• Effect of TV advertising on top of mind awareness
• Understanding customer perceptions around event sponsorships
• Does corporate social responsibility translate into sales?
• Canadians perspective on being targeted with mobile ads based on their browser history
• Is direct marketing welcomed by people?
• Are customers able to differentiate between various mortgage offering by competing banks?
• Does social media influence buying behaviour
• Do people like being click baited into sponsored posts?
• Understanding the impact of celebrity endorsements on ROI for CPG brands
• Women’s sentiments around comparison advertising
• How effective is comparison advertising to build brand equity?
• Do consumers prefer purchasing routine grocery products online?
• Is earned media perceived to be as important as it appears to be?
• What makes people want to share content to their friends?
• Understanding why content goes viral
• Marketing challenges around the evolving family structures
• Are we losing the emotional value and significance of money being in a cashless society?
• Is centralized global marketing a good idea for brand health in local markets?
• How is augmented reality going to enhance marketing experiences?
• How will artificial intelligence support in making better marketing decisions?
• Is immersion marketing through virtual reality technology going to be accepted?
• What does the luxury auto buyer look for in a car?
• How to instill a desire to purchase for customers in the luxury category
• Harmful effects of advertising to kids
• Impact of in-store branding on brand salience
• Effect marketing strategies for restaurant businesses
• Habit formation and ways to integrate new products in consumer lifestyles
• Is display advertising going to die?
• Can Snapchat help small business grow?
• How do customers perceive the brand who advertise on Instagram?
• The impact of humour in advertising
• Do customers pay attention to nutrition labels?
• What triggers impulse buying behaviour
• Essentials to sky rocket a new brand to heights of awareness
• The factors that lead to customer satisfaction in young adults
• Elements that help build an emotional connection with your audience
• How do males and females differ in their buying behaviour of mobile phones
• Does language targeting help in ethnic advertising?
• Customer Perceptions: Are well known brands good in quality?
• Is radio still an effective method of advertising?
• Rural vs Urban marketing challenges to be mindful of
• Impact of internal branding on employee retention and turnover
• An in-depth analysis of political marketing in Canada

More Categories of Research Topics

Still in need of some inspiration? Here are a few research paper areas that you can explore:

• Distribution
• Consumer Behavior
• Relationship Marketing
• Brand Management
• Nonprofit Marketing
• Market Segmentation & Targeting
• Internet Marketing
• Marketing Planning & Forecasting
• Product Design & Positioning
• Direct Marketing
• Advertising
• Purchasing & Materials Management

Hopefully, these marketing thesis topics will help you come up with a few topics of your own. If you’re still confused about which area, you’d like to work with, we suggest you consult your advisor for some additional help. Good luck!

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How to Do Market Research

The thought of market research can be overwhelming.

What’s the use in collecting reams of data and compiling them into reports? Isn’t research a specialist subject? Don’t I already know enough?

Despite your objections to market research, you should never skip this step.

There’s no running away from the need to do research. Put simply, it’s the only route to creating a campaign, product or service that will resonate with your target customer.

Plus, research isn’t some scientific, untouchable practice — although good research always has a high degree of control. In truth, you’ve likely conducted some informal research without knowing it.

Have you ever taken the time to watch your target audience? Do you know their concerns and expectations? Are you familiar with their buyer’s journey?

If your answer is yes to any of these questions, this means you have collected some useful research already. And this is only the beginning.

What Is Market Research?

If market research isn’t some high-brow practice, then what is it? Essentially, market research is the act of collecting information.

Something as simple as people watching falls under the term market research. As does collecting data through surveys, online forms and company databases.

The aim of any market research is to get to know your chosen target audience better.

You’ll learn how your target audience best respond to advertising, what makes them laugh and what makes them angry. Plus, you’ll be the first to know if their tastes are changing and if you need to adapt your offering as a result.

Market research goes a bit further than standard customer research in that it also provides insight into your industry. With this said, market research encompasses both customer and competitor research to give you a snapshot of your marketplace.

Why Is Market Research Important?

Market research gives you the gift of foresight.

With a reliable database of knowledge, you can make predictions on the big things like your competitor’s next move and your customer’s behaviour.

Without market research, you’re stuck with assumptions about the outside world.

Assumptions aren’t backed by data and they often include personal biases making them an unreliable source of information.

That’s right. While you might trust your gut instinct in other aspects of your life, you should never rely on an assumption when it comes to your marketing activities.

Market research is important because it provides a path to objectivity and a form of intel that everyone in your organisation can make use of.

Types of Market Research

Broadly speaking, market research comes in two forms.

These are primary and secondary research.

Now, stick with us here if it’s beginning to sound technical. The difference between the two is simple.

Primary research relates to any information you investigate yourself. It’s the act of bringing new insight to the table as a result of your actions.

To find new information, you can use tools like:

• Google Surveys

Secondary research comes from reliable sources that already exist. In this scenario, you still compile the data yourself yet you don’t have to worry about your methodology, ethics and a grand plan to get it.

As you can imagine, accessing secondary data is often quicker and easier.

And the good news is that it’s now relatively easy to find online.

Here are a few of our favourite sources:

• GOV.UK Research and statistics
• British Chambers of Commerce
• Federation of Small Businesses
• Ask a Librarian Live Chat (London)
• ONS (Office for National Statistics)

All of these are web-based resources, yet they come from reliable organisations. You’ll want to be careful when collecting information online to make sure your statistics are coming from a place of authority like a government resource.

Trustworthy secondary sources like these can act as a great starting point.

You can also gain secondary research from internal resources that already exist in your company. These include your sales figures, information gathered about your customer base and other historical data.

Yet the perfect market research mix uses both primary and secondary research to excel.

Finding out something new about your customers or your industry is what gives you a competitive edge. It also helps you to expand by looking at potential customers, as well as existing ones.

In this sense, secondary research can give you some great background knowledge to inform your decisions about which type of primary research you should then carry out.

There are plenty of forms of primary research:

• Public Surveys
• Observation
• Focus Groups
• Customer Research
• Competitive Research
• Employee Research

To decide which form of research to follow, you’ll need to know what you’re trying to achieve. Are you looking to test your marketing ideas? Do you need to keep ahead of your direct competitors? Is it time to target a new customer segment? Or, are you hoping to spot a new trend?

Either way, conducting relevant research and using existing data will help to form an answer.

How to Do Market Research — Step-By-Step

Whether you’re focusing on the views of your customers, the insight of your employees or the motives of your competitors, there’s a simple formula for market research.

All you have to do is ask yourself the following six questions:

What do I want to know? Always start with the purpose of the research. This will give you a laser-focus while ensuring that you’re carrying out the most appropriate form of research. Without this step, you will end up with reams of data in reports no one is likely to read. Decide on a research question that will solve a problem you currently have. For example, if your problem is not knowing which digital marketing channel to use, your research question should be: Which digital marketing channel is best for our audience?

Which data can I access easily? In market research — especially if you’re new to it — you’ll want to start slow. Review the secondary sources available to you first. For example, if you’re looking to refine your target audience, you could review account data to find out which segment is most profitable.

What can I do to find new information? Now, it’s time to get serious. Pop your hypothetical lab coat on and decide which primary research method to deploy. Don’t panic — there’s no right or wrong answer to this question. You can choose any primary research method — usually the one that makes the most sense. If you want to find out more about your competitors, do competitor research. If you wish to learn more about your buyer’s objections, consider chatting with your sales employees or organising a focus group of recent customers.

What does the information tell me? Don’t rush to scribble down your information or make it look pretty in a report. You’ll want to hang on to your research for a little longer and analyse it. Depending on the bulk of your information, it could be wise to filter your research. Do different age groups, genders and regions think differently? Try to find the value in your research and don’t always accept the obvious answer.

What should I do as a result? After your analysis is complete, it’s time to decide a course of action. Did you find out you’re aiming at the wrong demographic? It’s time to shift your focus. Are you in danger of falling behind your competitors? If so, innovate. Is there a common problem that puts people off when making a purchase? Fix it.

How should I tell other people? The final step should be that pretty report most people think of when they hear the words “data” or “research”. This is the practice of relaying the same information to those who matter. They could be your boss, but they could also be your employees. Sometimes writing a report is the answer. More often than not, creating training materials, putting together a presentation or writing a project brief are more helpful ways to convey big ideas that come from big data.

In short, there are six steps to market research:

• Decide the research purpose.
• Gather information from secondary sources.
• Conduct primary research.
• Analyse your data.
• Take appropriate action.
• Spread the word.

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The Top 16 Research Topics in Digital Marketing for the Year 2023

Table of Contents

The advancements made in digital marketing have expanded at a breakneck pace over the course of time. It should come as no surprise that quite a few new trends in digital marketing have emerged in the year 2023. Some people are here to stay, while others come and go with lightning quickness. Whether you are the proprietor of a company or an active participant in an online environment, you are required to adjust to the rapidly changing and increasingly competitive landscape of digital marketing research topics.

The transition to digital marketing is not a simple one. But working with an agency may help you establish the digital infrastructure that your firm needs. You have the opportunity to receive funding of up to 70 percent for your digital marketing. Look at this right here!

If you want to get into the profession of marketing, you will need to perform extensive research on the various themes. And also the certifications associated with them. A comprehensive search on the internet or the procedure of purchasing a research paper could be tough and complicated most of the time. Especially if you are looking for expert academic writers who have advanced talents.

As a result, the purpose of this post is to present a list of the top 16 digital marketing research topics that are expected to be popular in the year 2023.

Top Research Topics in Digital Marketing

Artificial intelligence: essential one of research topics in digital marketing.

The use of Artificial Intelligence (AI) can help firms enhance the efficiency of their workforce. AI refers to the capacity of a computer, a computer-controlled robot, or both to carry out activities that are typically associated with intelligent life forms.

Artificial intelligence (AI) is a promising research topic in digital marketing since it is likely to occupy the centre of the commercial world in the not too distant future.

Video Marketing Among Research Topics in Digital Marketing

Video marketing will be a significant trend in the marketing industry in the year 2020. Because more than 70 percent of customers all over the world relate to the video contents of brands, this model of digital marketing is an essential research issue for people who run businesses.

Marketing Based on Conversations

The conversation is at the heart of contemporary marketing practices. Product makers are reacting to the consumer trend of people preferring brands that they can interact with.

This aspect of digital marketing makes it possible for customers and marketers to communicate with one another in real time and on an individual basis.

Video Marketing

Video marketing will be a significant trend in the marketing industry in the year 2020. Because more than 70 percent of customers all over the world relate to the video contents of brands. Hence, this model of digital marketing is an essential research issue for people who run businesses.

Search Engine Optimization (SEO)

It is essential to have an understanding of effective SEO strategy in order to guarantee that your brand website will rank well even if you do not spend a significant amount of money on advertising. The proprietors of websites can improve their web rankings with the knowledge and abilities they gain from this digital marketing topic.

Influencer Marketing

Word-of-mouth marketing strategies that focus on employing key leaders to expound your corporate identity to a potential audience are examples of strategies that fall under this category. Because of this, influencer marketing has become significantly more effective than corporate marketing in recent years. 63 percent of people prefer it over advertising that is brand-influenced.

Adding to this, an  influencer marketing services can significantly enhance the impact of such word-of-mouth marketing strategies by providing specialized insights and expertise in connecting with local and global audiences, ensuring that the interaction is both genuine and impactful. The utilization of such companies underscores the importance and effectiveness of influencer marketing in today’s digital age

Advertising Based on a Pay-per-click

  Using a concept like this for digital marketing is an effective approach to get your website known in its early stages after it has just been launched. It is a style of advertising that takes place online. And it requires marketers to pay a fee whenever one of their web ads is clicked.

Search With the Eyes

People are given the ability to search for a business simply by sharing an image thanks to this marketing tool. Google lens, Pinterest, cam discover, and Bing visual search are examples of visual search engines.

Customers are able to search the catalogue by using goods that are related to real-life scenarios, which brings the user search to an entirely new level.

Management of Social Media and Marketing with Social Media

You absolutely need to be familiar with the management of social media. If you want to have a successful career in digital marketing. These days, companies need to have someone in charge of properly managing their public relations across all of their internet and social media platforms.

Copywriting and Content Marketing in the Digital Age

Whenever it comes to online marketing, the importance of content cannot be overstated. It serves a strategic function in putting brands in the minds of their customers and bringing them to the forefront.

This discussion will cover the basics as well as more advanced topics of digital marketing and copywriting.

Mobile Marketing

The ability to sell products and services via mobile devices is crucial in today’s society, given that more than half of all people use smartphones. Your capabilities as a digital marketer will expand if you have a solid understanding of mobile marketing.

Email Marketing

In the realm of digital marketing, this plays an extremely important role. Because it offers a wide range of options for the process of designing efficient emails to send your potential customers.

If you have a solid understanding of this ability, you will be able to expand your knowledge of the internet area.

Voice-activated Search and Voice-enabled Speakers: A New One of Research Topics in Digital Marketing

Voice queries now make up the vast majority of all web searches. Because it is so much more convenient to simply say a search command into a voice assistant, digital marketers are starting to look at this concept.

Social Media Stories

The ability to tell a “story” is built into a number of social media platforms to give users a more imaginative outlet for expressing their thoughts and opinions. But this tendency to relate to brand customers on a more personal level has led the industry of digital marketing to  embrace this trend.

Trade-in a Social Context Among Research Topics in Digital Marketing

The usage of social media by companies to drive more sales is becoming increasingly common. This is because potential customers are using them an increasingly greater amount on a consistent basis.

E-commerce is becoming increasingly popular among companies because it presents environment for business with end-users.

Content created by Users (UGC)

UGC refers to user-generated content. And it can be in the form of videos, texts, reviews, or photographs. This user-generated content is shared by brands across their social media and marketing channels.

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100 best marketing research topics for all.

Because of the many aspects of marketing, choosing marketing topics to write about may put one in a dicey situation. This article provides some hot topics in marketing that will help you select an area of focus and select relevant topics from that niche. From marketing research topics for college students to social issues in marketing, we have got you covered! So sit down and relax as we take you through the list of marketing research topics our professional writers prepared just for you!

Marketing Thesis Topics

Are you in need of well-thought-out marketing thesis topics and marketing dissertation topics? Then you’re in the right place! This list of marketing paper topics presented will give you a distinct thesis/dissertation.

• Analysis and determination of consumer buying behavior for Coca-Cola
• A study on famous well-marketed brands that got away with selling substandard quality products
• A study showing the impact of advertising on consumer behavior
• Brand advertising and political campaigns: a possible interwoven impact?
• A review of the outcomes of advertising in a recession
• Exhaustive research on how brands exploit impulsive buying
• A study of how celebrity endorsements on ROI affect CPG brands
• A survey of the impact of augmented reality on marketing experiences
• Critical research on how AI will help make better marketing decisions
• A study of the perspective and reception of Americans to targeted ads based on their browser history

Current Marketing Issues

There are numerous marketing issues around the world today. These global marketing issues threaten the survival of many businesses and the economy at large. Here is a list of current marketing issues!

• A decline in organic reach on social media platforms
• Difficulty in building a well-recognized brand name
• Getting readers to see content
• Understanding marketing results
• Marketing budgets included by BREXIT
• Optimizing business for voice search
• Bridging the technology gap
• Ensuring compliance with GDPR
• Overdependence of potential customers on amazon
• The effect of COVID-19 on the global economy

Marketing Research Topics

Getting marketing topics for research has been made considerably more comfortable with this list of marketing research paper topics. Ready to explore the marketing research topics we have, let’s delve right in!

• Exploring how organizations use corporate social responsibility (CSR) to reinforce brand equity
• The effect of social media on buying choices
• Online purchasing: a study of the product characteristics buyers look for
• An exploration of the differences in marketing strategies across cultures
• Manipulation tactics: how brands can get more customers
• A study of how customer loyalty is affected by brand image
• Analyzing how TV advertising affects the top of mind awareness
• Do people appreciate being click baited into sponsored posts?
• A study on how to make customers purchase goods and services in the luxury category

Digital Marketing Blog Topics

Digital marketing remains a very important aspect of marketing in the world today. Here are some very juicy digital marketing topics you can write a great blog on!

• 10 insightful differences between paid search and organic search
• Tips for promoting content on Pinterest
• SEO tactics to avoid like the plague
• How to increase your followers on social media
• Best tips to help you grow your paid social ROAS
• Why should you follow your competitors on social media?
• Dos and don’ts of social media marketing
• How to create content your audience will be eager to share

Marketing Essay Topics

• What is the most effective form of marketing?
• Internet marketing trends to expect in the future
• What important brand attributes lead to an increase in customer loyalty?
• A look into marketing approaches that broke through strong market monopoly
• The impact of social media on consumer buying behavior
• Comparison of advertising versus building brand equity
• Rebuilding trust in influencer marketing
• How to generate leads effectively

Content Marketing Topics

• 10 biggest graphic design mistakes companies make in their marketing pieces
• How to create captivating e-newsletters that people will pay attention to
• Repurposing marketing content for small businesses
• Working more micro-content into marketing efforts
• Multi-step versus one-step content marketing campaigns
• The five Cs when creating content marketing copy
• Creating compelling content marketing campaigns in 10 steps
• Content marketing: how to generate more leads and close sales

Strategic Marketing Problems

There are many marketing problems in companies and businesses that threaten to cripple the advancement of the industry. Here is a list of some marketing problems you may be willing to proffer solutions to.

• Inability to explain products or services delivered
• Not clearly defining a company’s market segment
• Lack of innovating commercial department
• Lack of business visibility
• Missing links between sales and marketing departments
• Lack of marketing plan
• Lack of personal branding, brand image, and professional reputation
• Thinking the company or business can survive without marketing

Marketing Blog Topics

• Facebook advertising: pros and cons
• 10 benefits of inbound marketing
• The most frustrating problems faced in inbound marketing
• How to generate subscribers for your blog faster than ever!
• 10 benefits of content marketing lead magnets
• Five video content marketing myths you must discard
• 30 social media campaign ideas from big brands

Controversial Marketing Topics

• Does google give preferential treatment to big brands?
• Does social media affect SEO ranking?
• Are grey SEO techniques safe?
• Are YouTube videos more engaging than TV ads?
• Are building e-mail lists still one of the best ways to sell?
• Will immersion marketing through VR technology to be accepted?

Sport Marketing Research Topics

Sports marketing continues to remain a significant source of revenue. Hence, research in this area will continue to stay relevant. Here are some sport marketing topics you could consider working on.

• How the extraordinary content offered by intelligent chatbots can help sports teams strengthen fan loyalty
• Emerging opportunities in sports marketing and how to capitalize on them
• How to effectively capitalize on the wearables market
• Should more women and children get into sports?
• Should seniors be allowed to participate in some games?

Marketing Presentation Topics

• Mastering in-house SEO
• The path to gaining and building customers trust
• Brand awareness versus ROI
• Effectively personalizing customer communications
• The best SEO strategies that increase site traffic

International Marketing Topics

Marketing connects the global world, and this is why it is essential to marketing development. Here are some international marketing topics to consider!

• The effect of globalization on consumer behavior
• How do international brands compare to local brands?
• Do international brands always have advantages over a local brand?
• Creating brand awareness by utilizing global event marketing
• How to market products on an international level

Marketing Plan Topics

• The importance of a marketing plan to the success of a business or product launch
• Building a tactical marketing plan
• How is a marketing strategy different from a marketing plan?
• Indispensable parts in writing a marketing plan

Ethical Issues In Marketing

• Targeted Ads based on browser history
• Immersion marketing through virtual reality
• The exploitation of impulsive buying
• Click baiting into sponsored posts

Affiliate Marketing Topics

• How to find profitable niches in affiliate marketing
• How to get readers interested in what you market
• How to build a personal website: the ultimate guide

Congratulations! We hope you have been able to guide you in choosing your desired topic in marketing successfully. Alo, you can check out our business topics. We wish you the best in your research!

130+ Marketing Research Topics for Marketing Students

Before, listing the 130+ marketing research topics, you should first know about marketing, marketing research, how to write a research paper on marketing, and w hat are some of the most important considerations in choosing a research topic. And, if you are already known to or aware of all these things, then you can jump to the topics lists in order to choose the best marketing research topics. Let's go step by step:

What is Marketing?

Marketing involves all those activities that have been undertaken by the company to promote and endorse the products they have made to sell and to extend the reach of their products to a great number of people or consumers. Marketing is done by business professionals in order to attain the attention of potential consumers of their products.

Marketing can be done both physically and digitally, which means you can advertise and endorse your product easily, in both offline and online modes. Physical marketing refers to traditional marketing in which you connect to potential consumers and tell them about your products through, radio, mail, television, etc.

Whereas, digital marketing is the pro method of marketing that involves connecting with the consumers without putting so much effort, the process of digital marketing involves some effortless tools which allow you to engage with the consumers easier and more effectively, those such tools are, e-mail, social media, affiliate marketing, and content marketing like SEO and SMO.

What is Market Research?

Market research is the process of calculating and understanding the feasibility of a new service or product through research conducted directly with potential customers. Market research allows a firm to explore and find out the target market and get opinions and feedback from consumers about their interest in the products or services. Analysis of Market research is basically a process of searching the market to get the conducive area or place, potential consumers, and the adaptability of their product in the market. The role of market research is to find out the target audience.

How to Write a Research Paper on Marketing?

A research paper is a document in which you explain what you have learned after exploring a particular topic so far. A research paper is written after deep and prolonged research on a topic.

While  writing a research paper you mention at each end everything you have found till now. You mention the sources that have been used and propose all the pieces of evidence collected by you but interpret all the collected information in your own words and then write down a research paper. 

Writing a research paper on marketing is not an easy task, because the steps that have to be followed, becomes more difficult to follow while writing a research paper, particularly about marketing. Marketing is a vast field to wind up in a single document, and there is a plethora of information available about the market, which is hard to be compiled in a single document.

So, to avoid this hectic situation one has to be very particular about choosing a topic. Choosing a good topic will lead you to write a good research paper on marketing.

What Are Some of the Most Important Considerations in Choosing a Research Topic? 

The selection of the research topic is one of the most important considerations of every research. A research topic forms the basis for all the efforts a researcher puts into the research. When you are selecting a research topic there are several considerations that will help you slick down your thoughts and formulate a manageable and interesting research document.

There are a few points that have to be considered while writing a research paper:

• Specify and narrow down your research topic:

Doesn't matter how easy your marketing research topic is, it has to be specified. To make your specified topic manageable, narrow it down, which means breaking down the topic into various sub-topics and highlighting the important keywords to grab the focus of the reader on those words that will ignite a reader to read further.

• Always consider a significant topic to write about:

A marketing research topic chosen by you should be significant and worth researching. Because the significant topic will provide you a chance to collect good and significant information and real-time data that will be readable for a number of people of different age groups and classes.

• Choose a contemporary topic:

Avoid choosing an old-school marketing research topic that is outed and has already been chosen by so many people. Remember you are writing a research paper which means you first have to research and then write. But topics that have already been taken up can not provide you with a scope of research . So in order to grab the attention of the readers bring a new topic that is bizarre and interesting for the readers.

• Choose a topic that provokes curiosity in you: 

The topic should be significant as well as interesting at the same time because you can perform research on the topic only if it is interesting and can generate curiosity in you. An interesting topic always allows you to do hard work and research more. Remember an interesting topic written in an interesting way can be regarded as a Magna Carta. So, the marketing research topics should be chosen wisely.

List of 60 Unique Marketing Research Topics for Marketing Students:

What is Digital Marketing?

• What Are the Components of Digital Marketing?
• How to Promote and Sell Services More Effectively to the Consumers?
• What is Traditional Marketing?
• What Are the Activities Involved in the Traditional Marketing
• Techniques Involved in Marketing.
• What is the Difference Between Digital Marketing and Traditional Marketing?
• How to Identify the Ideal Customers?
• How to Recognize the Potential Customer/consumer?
• What Are the Four Ps of Marketing?
• What Are the Marketing Strategies?
• What Are the Types of Marketing Strategies?
• Direct and Indirect Marketing
• What Do You Mean by Guerilla Marketing?
• Write Your Views on Electronic Marketing.
• What Are the Effects of Event Marketing?
• Print Marketing is Still Valuable.
• Outdoor Marketing and Its Significance.
• Search Engine Marketing is the Contemporary Marketing Technique.
• Email Marketing Skills.
• Social Media Marketing and Its Output.
• Affiliate Marketing and Third-party Marketing.
• Content Marketing and Copywriting Are the Pro-marketing Techniques.
• Benefits of Strategic Marketing: Audience Generation, Inward Education, Outward Education, Brand Creation, Long-lasting, Financial Performance.
• What Are the Various Limitations of Marketing?
• What is the Basic Purpose of Marketing?
• Analyze the Results of the Marketing and Strategic Marketing.
• Why is Marketing So Important?
• Risks Involved in Marketing?
• Cons of Marketing: Oversaturation, Devaluation, No Guaranteed Success, Customer Bias, Cost, Economy Dependent.
• How Does Marketing Research Find Information?
• What is Paid Market Research?
• Are Brand Awareness and Repeat Purchases Relatable?
• Suggest Some Components That Help in Improving Brand Performance and Awareness.
• Best Social Media Marketing Strategies to Engage Consumers.
• Can a Startup Survive Without Online Marketing?
• How Online Marketing Helped Brands Survive in a Pandemic.
• What Is Ppc Marketing?
• Google or Amazon Ppc Marketing. What to Choose?
• Social Media Helps in Making the Image of the Brand.
• Competition Amongst the Brands on Social Media.
• The Role of Social Media in Making and Destroying a Brand’s Reputation.
• Social Media Marketing is Influenced by the Sales of a Product.
• What Could Be the Psychology of Sports Marketing?
• Engaging Fans by Making Sports Groups on Social Media.
• Sports Personalities Promote Brands and Uplift the Image of That Very Brand. Comment.
• Famous Sports Person's Image is Dependent Upon Social Media.
• Athlete Brand Collaboration.
• Sports Person Connects a Global Audience With the Brand They Are Endorsing.
• Online Games Give a Pedestal to Marketing.
• Sporting Events Are a Great Place to Endorse the Brand.
• Video Versus Image Marketing.
• Real Estate Rivals Can Be Outrun With the Help of Social Media Marketing.
• Animated Videos for Marketing.
• Digital Storytelling is an Interesting Way of Marketing.
• What Are the Professional Instruments for Digital Marketing?
• Seo and Digital Marketing an Effective Collaboration.
• Use an Influencer for Paid Promotions.
• Marketing Should Establish a Soothing Customer Relationship.
• Social Media Allows You to Recognize Customer Behavior.

Top 50+ Hot Marketing Research Topics for Marketing Students

Factors That Can Drive Convergence and Divergence.

• Components of Competitive Marketing Strategy.
• Does Product Packaging Engage More Customers?
• How to Price and Position Products/services for Effective Marketing.
• Product Designing and Its Impact on Marketing.
• What Are B2b and B2c Marketing?
• The Main Differences and Similarities Between B2c and B2b Marketing.
• Best Practices in B2b and B2c Marketing.
• What Are the Various Social Media Platforms to You Use B2b and B2c Sales Tactics?
• Guest Blogging, a New Concept in the Field of Marketing.
• What Are the Campaigns That Should Run on Social Media for a Particular Brand or Product?
• A Good Marketing Strategy Could Repair the Bad Reputation of a Brand. Explain.
• Examining the Effects of Product Descriptions, Reviews, and Ratings Before Launching a Similar but Updated Version of the Product.
• Good Campaigning Can Buy Good Equity.
• Identifying the Most Important Factors That Contribute to Customers Switching to Another Brand for the Same Product.
• Discuss Language as a Barrier to Efficient Online Marketing Campaigns for Branded as Well as Local Products.
• Culture Can Influence Marketing?
• Branding is a Vital Instrument for the Growth of the Company.
• In Marketing, Customer Retention Rate Depends Upon Customer Satisfaction.
• What is the Best Marketing Strategy for Startups?
• Analyzing the Roi of Most Commonly Used Digital Marketing Strategies.
• What is the Best Digital Marketing Strategy for a New Product Launch?
• The Role of Email Marketing in Generating Leads.
• How Content is Used for Marketing.
• What Are the Few Tools to Promote Content?
• What is the Role of Micro-content in Content Marketing Campaigns?
• What Are the Inconsistencies in Communication of Products or Services Values?
• What Are the Various Factors That May Affect Your Marketing Research Plan?
• Tracking the Marketing History of a Potential Customer May Bring More Opportunities in New Marketing.
• Marketing and Sales Departments Should Be Inter-connected Give Reasons With Suitable Examples.
• Marketing Research Can Boost the Marketing of a Company and Can Bring Potential Customers to the Company. Explain.
• The Defined Segment of the Market Help in Getting More Targeted Consumers.
• How Digital Marketing is Cheaper Than Traditional Marketing?
• Digital Marketing is Smart to Work; While Traditional Marketing is Hard Work.
• What is Social Media Marketing and Key Elements of Smm?
• What is the Difference Between Community Management and Social Media Marketing?
• Data That Exists on Social Media Can Be Used as a Good Marketing Tool.
• What Are the Data-driven Social Media Marketing Tactics?
• Advantages and Disadvantages of SMM.
• By Analyzing the Choice of Modern Consumers You Can Actually Improvise Your Product to Increase Its Demand and Sales in the Future.
• Trendy Shopping Keyword Should Be Used While Endorsing the Product. Why?
• Obscurity of Various Similar Products in Different Brands.
• How to Calculate the Purchase Intention?
• What Are the Components of Social Media Marketing?
• What is the Pattern of Purchase Decisions of Generation Z and Y: Draw a Comparison.
• How to Improve Marketing to Drive Innovation.
• What Are the Characteristics of a Good Brand?
• What Creates the Loyalty of Customers Towards a Particular Brand?
• How Strategic Marketing Can Bring Potential Customers?
• Examining the Effects of Product Descriptions, Reviews, and Ratings on Purchase Decision and How They All Can Bring Leads for the Marketing.
• Sales Performance Can Affect the Consumer.

Top 20 Mix Marketing Research Topics for Marketing Students

How the Customer Gets Influenced and Moved to Buy a Product of a Particular Brand. What Are the Things Required to Influence a Customer?

• How Can Guest Blogs Bring New Customers to the Website?
• What Are the Rules for Writing a Guest Post?
• Guest Post is the Form of Indirect Marketing.
• The Most Important Technologies Used to Improve the Customer Online Decision-Making Process.
• Online Shopping is a Boon for Both Sellers and Buyers.
• Online Business and Marketing.
• Virtual and Augmented Reality in E-commerce?
• Who is Responsible to Make Good Marketing Strategies for a Corporate?
• Is Running Advertisements on Television or Radio Still Effective?
• Is the Newspaper Readable by the Majority of People in a Country?
• Are the Newspaper Advertisements Effective or Not?
• Experience With the Brand of a Particular Person Can Affect the Incoming of New Customers?
• How to Price and Position Products or Services for Good and Effective Marketing?
• The Symbols of the Brand Also Affect the Sales of the Brand.
• How to Identify the Most Important Factors That Contribute to Customers Switching to Another Brand.
• Class Wise Detailing of Product and Its Cost.
• Email Marketing is the Cheapest Mode of Marketing.
• How to Face Rivals on Social Media Platforms.
• Is Social Media Marketing Giving Space to Fake Companies and Brands?

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Digital Marketing Dissertation Topics List (28 Examples) For Your Research

Mark Nov 5, 2019 Jun 5, 2020 Digital , Marketing No Comments

The concept of digital marketing has gained a lot of attention in this era of technology and digitalization. For those who are looking for digital marketing dissertation topics, we provide a list of trendies, new, and creative ideas. Our list of advertising dissertation topics can also be viewed for more innovative ideas for dissertation topics. […]

The concept of digital marketing has gained a lot of attention in this era of technology and digitalization. For those who are looking for digital marketing dissertation topics, we provide a list of trendies, new, and creative ideas. Our list of advertising dissertation topics can also be viewed for more innovative ideas for dissertation topics. Below is a list of digital marketing dissertation topics and project topics on digital marketing. Our team of expert writers offer quality writing services and can provide research on digital marketing topics selected by our clients in the best possible manner.

A list Of digital marketing dissertaton topics

Effectiveness of online marketing on integrated marketing communication in the 21st Century.

Application of digital marketing strategies to increase the profitability of organisations.

Studying the advantages of a landing page in digital marketing.

Examining the framework for programmatic directions for digital marketing.

Literature review on misleading perceptions related to digital marketing.

Identifying the online marketing metrics that significantly influence digital marketing.

Studying the ethical and moral limitations related to digital marketing strategies.

Analysing the modern techniques of digital marketing and how these are affected by the different cultures.

Examining the response of consumers to the internet and digital marketing.

Studying the transformation and evaluation from traditional to digital marketing.

Analysing the role of digital marketing in analysing consumer psychology.

To what extent the digital marketing motivates the consumer purchasing decisions.

To study the impact of digital marketing on the strategies of firms and consumer’s post-purchase behaviour.

Impact of digital marketing on the customer’s perceptions related to brand. Check more branding dissertation topics

The concept of chatbot in the digital marketing context.

Does digital marketing increase the level of engagement with customers?

Studying the emergence of integration of Artificial Intelligence and Blockchain technologies.

The role of emerging digital marketing technologies in the success of businesses.

Can using artificial intelligence help marketers in achieving marketing goals?

How the change in consumer behaviour and trends have influenced businesses to adopt digital marketing strategies?

What is the role of personalisation in the context of digital marketing?

The growing use of social networking sites has influenced the digital marketing strategies adopted by business.

Identifying the factors that can contribute to the successful integration of digital marketing tactics.

Analysing the emerging trends that are reshaping the digital marketing.

Examining the automation in marketing platforms and its impact on employee engagement.

Identifying factors that have reshaped digital marketing and brand-customer relationship.

To what extent the growing consumer trends are influencing the digital marketing trends.

Examining how the use of social videos is increasing in the field of digital marketing.

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118 Digital Marketing Essay Topics

🏆 best essay topics on digital marketing, ✍️ digital marketing essay topics for college, 🎓 most interesting digital marketing research titles, 📌 easy digital marketing essay topics, ❓ digital marketing research questions.

• Digital Marketing and Social Media
• Shake Shack’s Digital Marketing Strategy and Plan
• McDonald’s Digital Marketing Campaign Analysis
• Body Shop: Marketing and Markets in a Digital World
• Digital Marketing in Tourism and Hospitality
• Netflix: Digital Marketing Strategy
• Digital Marketing in the Fashion Industry
• De Beers Company’s Digital Marketing Communication The essay analyzes De Beers, its strategies in digital marketing communication and proposes a new digital campaign using e-mail marketing, content advertising, etc.
• Gucci: A Portfolio of Digital Marketing Instruments The RACE goals, which stand for reach, act, convert, and engage, are actively employed by the Gucci brand to attract more young clients.
• Aspects of Digital Marketing The latest digital campaign is the one of the pizza giant Domino. The company paired a game-like reward system with innovative technology.
• Differences Between Traditional and Digital Marketing The current report highlights the differences between traditional marketing and digital marketing. The main purpose of this report is to identify the reasons for selecting these methods by companies.
• Digital Marketing in International Business Powered by the advanced technology of today, digital marketing can make a significant contribution to the prosperity of a business.
• The Optifast Firm’s Digital Marketing Plan Having been in operation for many years, companies such as Optifast could make use of the digital marketing space by developing appropriate plans.
• Asian Hotel Industry and Digital Marketing Strategy This paper determines whether the hotel industry in Asia has a well-established framework of performance metrics to evaluate their digital marketing strategies.
• Digital Marketing, Its Forms, Pros and Cons Digital marketing refers to a marketing strategy that involves the promotion of the products or services online.
• The Shake Shack Firm’s Digital Marketing Audit This report contains a digital marketing audit of Shake Shack, an American regional chain of fast-food restaurants.
• Digital Marketing Strategies in Hotel Chains The underlying assumption for hotel operations is that travellers and hotel guests will exercise an independent opinion every time they use the services of a particular hotel.
• The Toyota Firm’s Digital Strategy and Marketing Digital strategy is establishing an effective flow of information for the target audience, which will promote Toyota’s products and services.
• Amazon.com, Inc.: Digital Marketing Strategy Amazon.com, Inc.’s upcoming digital marketing strategy will walk the customers on an ethical business path, taking key customer service management opportunities.
• Zipcar: A Comprehensive Digital Marketing Strategy Zipcar adopted a comprehensive digital marketing strategy that is designed to meet the interests of the product’s target audience.
• Changes in Marketing, Digital Marketing Marketing has altered in recent years, as technological progress allows for more comprehensive ways of delivering information and motivating people to purchase goods and services.
• Digital Marketing in Fashion Industry The projections show that about 10,000 similar outlets are set to close their operations this year because of similar reasons.
• Tesla Company’s Future Digital Marketing Campaign This assessment summarizes the marketing campaign for Tesla, an American car vehicle company that can be launched in the future.
• Gaia Foundation Digital Marketing and Communication Plan Through marketing, this report intends to raise awareness of the Gaia card outside of the United Kingdom. Gaia wants to expand its business operations beyond the United Kingdom.
• Lou’s Shoes Digital Marketing Analysis Nowadays, the digital era brings an opportunity for small businesses to pose themselves on the market as independent retailers, and Lou’s Shoes cannot miss it.
• Digital Marketing vs. Digital Media Digital marketing is the component of marketing that uses digital media to build a relationship with customers. To succeed, digital marketing needs to implement strategies.
• Advantages of SEO as a Strategy in Digital Marketing Among the many strategies for digital marketing, search engine optimization (SEO) appears to be consistently superior to others.
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These essay examples and topics on Digital Marketing were carefully selected by the StudyCorgi editorial team. They meet our highest standards in terms of grammar, punctuation, style, and fact accuracy. Please ensure you properly reference the materials if you’re using them to write your assignment.

This essay topic collection was updated on January 8, 2024 .

10 Best Digital Marketing Project Ideas & Topics for Beginners / Students [2024]

As someone who has navigated the dynamic realm of digital marketing for years, I understand the challenges that beginners face when trying to kickstart their journey. The digital landscape is vast, ever-evolving, and can be overwhelming to newcomers. That’s why I’m excited to share my insights and experiences with you in this guide on digital marketing project ideas for beginners.  

Throughout my career, I’ve learned that practical experience is key to mastering digital marketing concepts. It’s not just about understanding theories; it’s about rolling up your sleeves and diving into real-world projects. That’s why I’ve curated a list of digital marketing project ideas tailored specifically for beginners like yourself. These projects will not only help you grasp fundamental concepts but also provide you with tangible skills and experiences that you can showcase to potential employers or clients.  

Whether you’re a student eager to explore the world of digital marketing or a professional looking to transition into this exciting field, these project ideas will serve as valuable steppingstones in your journey. So let’s dive in and uncover the top digital marketing project ideas that will set you on the path to success.  

In this article, you will learn about the 10 best digital marketing project ideas & topics for beginners.

• Customer Satisfaction for a Digital Marketing Agency
• Return on Investment for Various Digital Marketing Strategies
• Google Search Engine Marketing Case Study Analysis
• Analysis of New Product Launch Using Google Double Click
• Social Media Strategies for Online Shopping Cart
• Analytical Comparison of Traditional Marketing to Digital Marketing
• Facebook Analytics For Targeted Marketing
• Customer Preferences on Coupon Code-Based Promotional Activities
• Report on Tools to Analyze Digital Marketing Competitors
• Analysis of Visual Keyword Tools for Search Engine Marketing

Read more to know each in detail.

Digital Marketing Project Ideas

Digital marketing is all about delivering advertising over an electronic medium such as search engines, websites, social media, email, and mobile apps. As you start working on digital marketing project ideas, you will not only be able to test your strengths and weaknesses, but you will also gain exposure that can be immensely helpful to boost your career. In this tutorial, you will find 10 best digital marketing project ideas for beginners to get hands-on experience in digital marketing.

While study materials will give you all the knowledge you need to know about digital marketing, you can never really master digital marketing unless you invest your time in real-life practical experiments – projects on digital marketing.

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If you want to get into digital marketing, certifications can kickstart your career. Read more on how can digital marketing certifications can help your career. 

Digital marketing is the most rewarding career opportunity today. There are several courses by reputed institutes, and most of them will require you to complete a project on digital marketing. Below are some ideas for the same. 

The following article will contain some of the best digital marketing projects for students pdf , as well as some digital marketing topics for BBA pdf. 

Top 10 Digital Marketing Project Ideas for Beginners

This list of digital marketing project ideas for students is suited for beginners, and those just starting out with Digital Marketing in general. These digital marketing project ideas will get you going with all the practicalities you need to succeed in your career as a digital marketing professional.

Further, if you’re looking for Digital Marketing Project Ideas to land on a good job, this list should get you going. So, without further ado, let’s jump straight into some digital marketing project ideas that will strengthen your base and allow you to climb up the ladder.

1) Customer Satisfaction for a Digital Marketing Agency

One of the best ideas to start experimenting your hands on digital marketing projects for students is Customer Satisfaction for a Digital Marketing Agency. Online marketing agencies might use different digital marketing strategies to drive sales. Customers usually are more satisfied when they get instant gratification for their money spent. Digital marketing is so vast that some strategies work best in the long term, so best in the short term, some works best with specific industries, etc. Doing a customer satisfaction survey for a digital marketing agency helps you understand the most accepted strategies in digital marketing.

Learn more: Digital Marketing Tutorial: A Step-by-Step Guide To Become an Expert

2) Return on Investment for Various Digital Marketing Strategies

As part of this project idea, you can contact different companies and understand the budget they spend on digital marketing and analyse the return that they are expecting. Few metrics you can collect are Future Value, Net Present Value and Internal Rate of Return. Adding this as your digital marketing projects  can help your resume look much more interesting than others.

3) Google Search Engine Marketing Case Study Analysis

Search engine marketing is the use of search engine optimization (SEO) technique to rank the client’s website first on google search for the target keyword. This drives organic search traffic into the client’s site, some of which will ultimately convert to a sale. You can run a campaign to analyze different SEO strategies and compare them with other digital marketing strategies. 

4) Analysis of New Product Launch Using Google Double Click

DoubleClick Digital Marketing (DDM) is an integrated advertising platform allowing businesses to create and manage digital marketing campaigns across multiple online media channels. Thus Google DoubleClick gives a holistic platform, especially for new product launches to create the initial hype across the entire internet.

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5) social media strategies for online shopping cart.

So, why not use your skills to develop an impressive digital marketing project based on social media?

Today’s advanced digital marketing strategies revolve around remarketing and retargeting. Remarketing is a way to connect with the users who previously interacted with your website. Consider a situation in which a user came to your website, added his favourite products to cart but didn’t checkout.

Remarketing allows you to retarget him with the ads of products that he has in his cart. Targeted remarketing gives the user a very tempting second thought making the chances of conversion much higher. Google Ads Remarketing and Facebook pixel are the best known remarketing platform which you can use as case studies for your project.

6) Analytical Comparison of Traditional Marketing to Digital Marketing

There are lots of differences between conventional marketing strategies and digital marketing and the returns that you make. Few items you can analyse are total marketing expense, ability to measure ROI, ability to receive feedback, conversion ratio, interaction with the audience.

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7) facebook analytics for targeted marketing.

Facebook Analytics was rolled out in May 2018, and not many businesses have started using it yet. It helps advertisers understand the entire journey of a targeted user across all facebook channels like desktop, mobile app, messenger facebook lite etc. Analytics is a powerful addition to Facebook Ads Manager that helps to analyse Ad viewers at a complete granular level.

8) Customer Preferences on Coupon Code Based Promotional Activities

Coupon code is a sophisticated digital marketing tool helping to drive sales, improve customer loyalty and build the brand. Coupons usage data has become vital information for various AI-based e-commerce algorithms to predict customer behaviour.

Thus coupons offer a 360-degree marketing strategy. As part of the project, you can collect data from different companies on how and when they supply coupons, the ROI when it comes to discounted prices, how they use the coupons data etc. 

9) Report on Tools to Analyze Digital Marketing Competitors

The easiest way to design your marketing strategy is to analyze your competitors, emulate them and outperform them. There are different tools for different digital marketing platforms to analyze the respective competition. For example, SpyFu, SimilarWeb, SEMrush are for SEO competitor analysis and InfiniGraph, SroutSocial, Phlanx are for social media platforms. 

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10) analysis of visual keyword tools for search engine marketing.

Countless keyword analysis tools in the market are capable of connecting to search engine APIs, get all the data related to organic searches, perform analysis and present the best combination to users. There is a rising demand for keyword research tools that present the data in a way that’s pleasant to the viewer’s eye, i.e., giving importance to the visual representation of the data.

For example, LSI (Latent Semantic Indexing) keywords can be shown linked to the original keyword forming tree-like branches. Some of the popular tools are Keyword Eye, Thesaurus, Google Wonder Wheel, Google Trends, Microsoft adCenter Labs Keyword Research etc. For the project, you can make an initial list of tools, sign up for all these tools and use them to analyse their presentation styles, User experiences, data accuracy etc. 

Also read: Digital Marketing Interview Questions

Digital Marketing Topics For BBA

There are plenty of digital marketing topics for BBA pdf that are available online. The list below contains some of the trendiest digital marketing project topics for students pursuing BBA. 

• Social Media Campaign Analysis

The first one to make it to the list of the top digital marketing project topics includes an analysis of social media campaigns. Campaigns are one of the most followed techniques by every brand owner. It can be either paid or organic. Depending on the results, brand owners then make their future decisions that ultimately determine the profit or loss of a business. 

• SEO Studies Of Websites

The second trendy topic to make it to the list of digital marketing projects is SEO studies of websites. SEO is by far one of the most important elements for a business, to make a website more visible and boost traffic and lead. Therefore, conducting an in-depth SEO study on any website of your choice can actually add that extra value to your resume. You can also prepare SEO reports accordingly, based on the websites that you have analyzed. 

• SEM Case Study

This is yet another interesting topic that can be added to the digital marketing topics list . SEM, also known as Search Engine Marketing is especially beneficial for driving traffic to websites and is a key metric for most businesses. However, before working on these kinds of topics, you need to have a detailed understanding of Google AdWords and only then can you work on the different SEM strategies for the paid advertising of brands on search engines. 

• Keyword Research

Here is another interesting topic to make it to the digital marketing topics list. There has been a constant demand for tools that can generate business-relevant keywords. You can pick out any website of your choice and then work accordingly. It will not only enhance your basic knowledge of keywords, but also help you to understand the importance of the same in increasing the visibility of a brand or website, and also in increasing sales. 

• Blogging 

Blogging can be a great way, especially if you are new to the SEO world. You can create your own blog domain on different platforms like WordPress and Medium. It will definitely be one of the best ways to ensure a hands-on experience in trying to market your blog organically so that when you later move to better clients, you will feel not only confident but also have extensive knowledge. You can perform a basic keyword search, and you will get to know what are the other keywords being searched with regard to the topic you have chosen. 

If you are still not satisfied with this list, you can also refer to other digital marketing projects for students pdf or digital marketing project topics for BBA pdf, that are available online. 

• ROI Digital Marketing Strategies

In this project, you must determine the ROI obtained through different digital marketing strategies. The ROI refers to the returns of investment for a particular project that you have worked on. This is not only an exciting project but also one of the most vital marketing project topics. 

Here, you get to learn how to communicate with different firms and businesses. Besides, you also stand to learn more about the different digital marketing strategies they make use of. So, you find out the ROI that they make based on that. 

Moreover, you require data on future value, rate of return, and net present value. This is why you have to learn about the proper digital marketing methods to get the ROI for your social media marketing project.

• PPC Marketing Strategy

PPC is also known as pay-per-click marketing, which is a great advertisement ideas for students. It is a strategy where a company or business has to pay a certain amount for the ads to be clicked. This enables them to bid for advertisements for their website.

These advertisements are displayed on the front search page of the search engine. As soon as a user types in the keywords, the resultant front page displays the PPC websites. You can either design your website or find out from a small business how they make income through PPC.

Typically, large organizations or businesses don’t make use of this marketing method. Instead, it is mainly used by small to medium businesses. It is an interesting topic nonetheless. 

Email Marketing with ROI

As the name implies, a business has to communicate directly with its current set of clients and potential clients through email. Why send an email? Well, an email is a crucial part of any digital marketing strategy for any business or firm, specifically mba marketing project topics. 

That is because it contains vital information about a product or service. Perhaps, the company is releasing a new product, or they are offering a discount on a popular product or service for a specific period of time. Emails form 

a practical part of communication with clients. Millions of people use their email on a regular basis. So, the chances of them bypassing the email stand quite rare. 

Email marketing can provide firms with a very high percentage of ROI (4000%), to be specific. That is a high figure to be ignored. To do that, you have first to make a list of your current clients and potential clients with a project report on digital marketing. 

Usually, companies make use of an active campaign. The emails are then distributed and then tracked using the email service provider, making it easier for the firm to take note of things. We are sure this project will help you understand more about the nuances of digital marketing.

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Final thoughts and conclusion.

Here’s a comprehensive list of digital marketing project ideas. Some will involve reaching out to other businesses for data collection, while others can be completed independently. These serve as a starting point for tailoring your own projects. Choose one that resonates with you and enjoy exploring it. Hands-on experience with such projects is crucial for excelling in digital marketing.  

Only through working on digital marketing projects can you truly understand search engine functionality, utilize available tools, and implement various strategies in everyday tasks. Utilize the project ideas provided to develop your own digital marketing projects.  

Finding the right digital marketing certification is crucial for determining your placement and salary potential. Consider MICA’s PG Certification in Digital Marketing and Communication Program to gain MICA alumni status.  

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Frequently Asked Questions (FAQs)

Yes, you can use a lot of these projects mentioned for your MBA assignment, they are relevant from that point of view.

These projects are very basic, someone with a good knowledge of Digital Marketing can easily manage to pick and finish any of these projects

Yes, as mentioned, these project ideas are basically for Students or Beginners. There is a high possibility that you get to work on any of these project ideas during your internship.

Digital marketing is the most in-demand skill in today’s world. For beginners in digital marketing, projects in domains like social media, search engines, analytics, campaign launch, paid advertising, customer satisfaction study, keywords research methodology, content writing and various digital marketing tools will help you to learn various aspects of digital marketing. The selection of projects should be based on your area of interest that will help you to strengthen your knowledge base and succeed.

For any business, digital marketing has three primary purposes, lead generation, leap capturing, and lead nurturing. In the lead generation segment, activities like search engine optimization, search engine marketing, and social media marketing techniques are used. For lead capturing, means like websites, landing pages, forms are used. And, at last, for lead nurturing, using various marketing technologies, nurturing campaigns, and personalisation of content techniques are used.

The digital marketing space is evolving and requires learning and adapting to the evolving changes to be competitive in the market. Some of the trending digital marketing research topics in 2021 include Artificial Intelligence, conversational marketing, voice search optimization, video marketing, influencer marketing, social commerce, micro-moments, social media stories, browser push notification, augmented reality and immersive technologies, predictive analytics, SERP position zero, etc. With a fast-evolving digital marketing space, the learning and the unlearning process is quite rapid for which you are required to be curious and flexible.

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2024 Digital Video Ad Spend & Strategy Report

The IAB 2024 Digital Video Ad Spend & Strategy Report | Part One: Market Size & Growth Projections provides a lens into the trends within the TV/digital video market and offers guidance for buyers and sellers on how to position and differentiate their strategies based on the market opportunity.​ And for the first time ever, this year’s report includes category-level ad spend projections.

IAB partnered with Guideline, which leveraged ad billing data, other market estimates, and an IAB-commissioned Advertiser Perceptions quantitative survey of TV/digital video ad spend decision-makers to generate these results.

This report, the first of two in 2024, focuses on the ad spend market size and growth projections for digital video in the U.S. including CTV, social video, and online video (OLV).

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Immigration status, educational attainment, poverty status, homeownership, top states of residence, marital status, methodology, facts on hispanics of mexican origin in the united states, 2021.

An estimated 37.2 million Hispanics of Mexican origin lived in the United States in 2021, according to a Pew Research Center analysis of the U.S. Census Bureau’s American Community Survey. Mexicans in this statistical profile are people who self-identified as Hispanics of Mexican origin; this includes immigrants from Mexico and those who trace their family ancestry to Mexico.

Mexicans are the largest population of Hispanic origin living in the United States, accounting for 60% of the U.S. Hispanic population in 2021. From 2000 to 2021, the Mexican-origin population increased 79%, growing from 20.9 million to 37.2 million. At the same time, the Mexican foreign-born population living in the U.S. grew by 23%, from 8.7 million in 2000 to 10.7 million in 2021.

For a downloadable spreadsheet of these findings, see “ U.S. Hispanic population data (detailed tables) .”

Note: Figures greater than 1 million are rounded to the nearest 100,000; other figures greater than 100,000 are rounded to the nearest 10,000; figures that are less than or equal to 100,000 and greater than 25,000 are rounded to the nearest 5,000.

Source: Pew Research Center tabulations of the 2000 census (5% IPUMS) and the 2010 and 2021 American Community Surveys (1% IPUMS).

The following key facts compare demographic and economic characteristics of the Mexican-origin population in the U.S. with the characteristics of U.S. Hispanics and the U.S. population overall. They are based on Pew Research Center tabulations of the 2021 American Community Survey.

• Among Hispanics in the U.S., 32% are foreign born, compared with 29% of U.S. Mexicans.
• 62% of foreign-born Mexicans have been in the U.S. for over 20 years, and 35% of foreign-born Mexicans are U.S. citizens.
• 20% of U.S. Hispanics ages 25 and older have obtained at least a bachelor’s degree, compared with 15% of Mexicans.
• Among Mexicans ages 25 and older, the U.S. born are more likely than the foreign born to have a bachelor’s degree or higher (21% vs. 9%).
• Among U.S. Hispanics and Mexicans, the median annual personal earnings for those ages 16 and older was $30,000.
• Looking at full-time, year-round workers, U.S. Hispanics earned $40,000, while Mexicans also earned $40,000.
• The share of U.S. Hispanics overall who live in poverty is 18%. The share is the same for Mexicans.
• 18% of U.S.-born Mexicans live in poverty, as do 17% of foreign-born Mexicans.
• The rate of homeownership among U.S. Hispanic households is 51%, compared with 53% for Mexicans.
• Among Mexicans in the U.S., rates of homeownership are 54% for the U.S. born and 53% for foreign born.
• The Mexican population is concentrated in California (34%), Texas (26%), Arizona (5%), Illinois (5%) and Colorado (2%).
• The median age of U.S. Hispanics  (29.5) is similar to that of Mexicans (27.9) and lower than that of the U.S. population (37.8).
• U.S. Hispanics ages 18 and older are about as likely to be married (46%) as Mexicans (47%).
• Among Mexicans ages 18 and older, those who are foreign born are more likely to be married than U.S.-born Mexicans (62% vs. 37%).
• 6% of U.S. Hispanic females ages 15 to 44 gave birth in the 12 months prior to the July 2021 American Community Survey. That was similar to the rate for Mexican females (7%).
• 72% of U.S. Hispanics ages 5 and older speak only English at home or speak English at least “very well,” compared with 74% of Mexicans.
• Meanwhile, 67% of Hispanic adults are English proficient, as are 69% of Mexican adults.

Note: This is an update of a fact sheet originally published in September 2019, which former Research Analyst  Antonio Flores contributed to and co-wrote.

Pew Research Center’s fact sheets on U.S. Latinos and the accompanying blog post examine the Latino population of the United States overall and by its 17 largest origin groups – Mexicans, Puerto Ricans, Salvadorans, Dominicans, Cubans, Guatemalans, Colombians, Hondurans, Spaniards, Ecuadorians, Peruvians, Venezuelans, Nicaraguans, Argentines, Panamanians, Chileans and Costa Ricans. These sheets provide detailed geographic, demographic and economic characteristics for all Latinos and for each Latino origin group. They are based on the Center’s tabulations of the U.S. Census Bureau’s 2010 and 2021 American Community Survey (ACS) and the 2000 U.S. decennial census.

The ACS is the largest household survey in the United States, with a sample of more than 3 million addresses . It covers the topics previously covered in the long form of the decennial census. The ACS is designed to provide estimates of the size and characteristics of the resident population, which includes persons living in households and group quarters. For more about the ACS, including the sampling strategy and associated error, see the 2010 or 2021 American Community Survey’s Accuracy of the Data document provided by the Census Bureau.

The specific data sources for these fact sheets are the 1% samples of the 2010 and 2021 ACS Integrated Public Use Microdata Series (IPUMS) provided by the University of Minnesota and the 5% sample of the 2000 decennial census. IPUMS assigns uniform codes, to the extent possible, to data collected by the decennial census and the ACS from 1850 to 2021. For more information about IPUMS, including variable definition and sampling error, please visit the “ IPUMS Documentation and User Guide .”

Due to differences in the way in which IPUMS and Census Bureau adjust income data and assign poverty status, data provided on these topics might differ from data that are provided by the Census Bureau.

For the purposes of these fact sheets, the foreign born include those persons who identified as naturalized citizens or noncitizens and are living in the 50 states or the District of Columbia. Persons born in Puerto Rico and other outlying territories of the U.S. and who are now living in the 50 states or D.C. are included in the U.S.-born population.

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