This is an article that breaks down Disney's genius marketing tactics into sections, albeit the company is large and these classifications are generalized.
Disney's brand identity delivers what they promise. Their tag line "Happiest place on earth" is literally illustrated in their brand. Like their tag line, Disney also makes sure to keep their messages short, sweet, and to the point.
Build excitement around their content. They make sure to personalize to each diverse family & build lifetime value with their customers. I am unsure what they mean by continuous promotion, no example was given.
Disney's website is user friendly and allows two way engagement by live chat, telephone, or email.
The company's social media approach is to engage and share all their material in a controversial manner.
The article touches on how story telling is the king. That their customer immersion is catering to something new: interactive queuing for rides, impromptu Mary Poppins and mad hatter street skits, rides that change at night & limited time themes. This leads into the experience of Disney itself, continuous themeing, adaptable to change, and particular attention to detail.
As for research, Disney himself would walk around Disneyland to people watch or sit in on one of his movies at the theater to observe the audience reactions.
I would say that Disney's marketing challenge is to keep everyone happy.
I learned that customer interaction is vital, accessibility must be easy and user friendly, and people want to have happy and entertaining experiences that they can remember and look forward to.
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