Through mobile marketing, marketers interact with consumers through a mobile device, like a smartphone or tablet. Mobile ads are displayed as text messages, images, video, audio, banner ads, coupons, and sponsored apps.

Consumers are now rarely without their mobile devices, which creates a unique opportunity to engage with them in new and different ways. For example, ads can be tailored to the consumer’s exact location, providing real-time notifications of sales and coupons for stores and restaurants nearby. Mobile ads can also allow consumers to click on an ad to respond directly or find additional information, empowering them with information at the precise moment they desire it.

This page contains mobile market research about various mobile innovations marketers are utilizing to target consumers and generate more revenue.

Mobile Research and Case Studies

Date Title Document Sourcesort descending Publication Marketing Channel
6/2017 Multi-channel Campaign Increases Engagement and Donations Case Study Digital / Social Media, Direct Mail, Mobile
7/2017 Cross Media Campaign Increases Donations by 84% Case Study Digital / Social Media, Direct Mail, Mobile, Print
10/2016 Interactive Technology Used to Improve Bottled Water Sales Case Study Digital / Social Media, Direct Mail, Mobile
10/2016 Connected Consumer Roundup Research eMarketer Digital / Social Media, Mobile
10/2013 Consumer attitudes towards mobile marketing in the smart phone era Research International Journal of Information Management Mobile
5/2017 A Buyer’s Guide To Mobile Marketing. Research Loyalytics Mobile
3/2012 Personalized mobile advertising: Its key attributes, trends, and social impact Research Technological Forecasting and Social Change Mobile
5/2016 Gamification and Mobile Marketing Effectiveness Research Journal of Interactive Marketing Mobile
2/2016 Analysis of the Impact of Mobile Marketing on Passenger Experience and Satisfaction at the Airport Research International Journal of Innovation, Management and Technology Mobile
6/2014 Six Best Practices to Deliver Powerful Mobile Consumer-Facing Applications Research Gartner Digital / Social Media, Mobile
4/2016 Gartner Digital Marketing Transit Map Research Gartner Digital / Social Media, Emerging Channels, Mobile
1/2013 Mobile marketing communications in the retail environment: a comparison of QR code users and non-users Research International Journal of Mobile Marketing Mobile
5/2017 How Push Notifications Impact Retail App Retention Rates Research Urban Airship Mobile
3/2012 If you love something, let it go mobile: Mobile marketing and mobile social media 4×4 Research Business Horizons Digital / Social Media, Mobile
5/2016 Mobile Shopper Marketing: Key Issues, Current Insights, and Future Research Avenues Research Journal of Interactive Marketing Mobile
4/2016 Trends In The Evolution Of Mobile Commerce Research Quaestus Mobile
5/2013 SoLoMo' Is the Mantra of the Mobile Marketing Master Research Gartner Digital / Social Media, Mobile
7/2016 The Marketing Power of Pokemon Go and Other New, Unsaturated Marketing Channels Research HubSpot Digital / Social Media, Mobile
7/2014 Messaging Apps: Mobile Becomes The New Face Of Social Research Forrester Digital / Social Media, Mobile
5/2017 Are You Prepared for a Mobile-First World? 5 Reasons to Get Ready Now Research Emarsys Mobile
10/2012 MOBILE PHONE APPLICATIONS AS INNOVATIVE MARKETING TOOLS FOR HOTELS Research International Journal of Organizational Innovation (Online) Mobile
5/2016 Planning and implementing effective mobile marketing programs Research Business Horizons Mobile
7/2016 Virtual Identity And New Consumer Behavior - The Role Of Mobile Marketing Research European Scientific Journal Mobile
12/2014 Mobile Apps Survey: What Do App Users Want? Research Gartner Mobile
3/2016 2016 State of Marketing — 55 Important Business Findings Research The Huffington Post Digital / Social Media, Mobile

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