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
10/2016 Interactive Technology Used to Improve Bottled Water Sales Case Study Digital / Social Media, Direct Mail, Mobile
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
9/2014 Mail Innovations Research USPS OIG Digital / Social Media, Direct Mail, Mobile
6/2017 Mobile Marketing Guide: Effective SMS Campaigns that Engage and Convert Research Listrak Mobile
7/2014 Privacy preserving and transactional advertising for mobile services Research Computing. Archives for Informatics and Numerical Computation Mobile
6/2011 Crowdsourcing Gains Legitimacy For Advertisers Research Forrester Digital / Social Media, Mobile, TV / Radio
5/2015 Executive Q&A: Five Key Questions To Kick Off Your Mobile Video Advertising Strategy Research Forrester Digital / Social Media, Mobile
7/2015 Using Mobile Geoconquesting to Steal Customers From Competitors Research Gartner Mobile
3/2016 2015 Full Year IAB Consumer Usage Digital Trend Report Research Interactive Advertising Bureau Digital / Social Media, Emerging Channels, Mobile
2/2017 App Annie 2016 Retrospective — Mobile’s Continued Momentum  Research App Annie Mobile
9/2016 Advertising Mail Innovations Research USPS OIG Digital / Social Media, Direct Mail, Mobile
4/2017 Adopt an App+ Strategy, Move Beyond Apps to Win, Serve and Retain Your Customers Research Forrester Any Marketing Channel
4/2014 Rational VS Emotional Content in Mobile Advertising Research Pensar la Publicidad Mobile
4/2012 Combine Social And Mobile To Build B2B Customer Relationships Research Forrester Digital / Social Media, Mobile
8/2011 US Interactive Marketing Forecast, 2011 To 2016 Research Forrester Digital / Social Media, Mobile, TV / Radio
8/2016 Use Growing Mobile Payment, Shopping and Banking Adoption to Enhance User Experience Research Gartner Mobile
1/2017 Mobile Retail Trends Report: Mobile Shopping & Influence During Cyber Week 2016 Research Urban Airship Mobile
9/2015 The Print Campaign Analysis  Research Magazine Publishers Assn. Digital / Social Media, Mobile, Print
9/2014 The effects of product involvement and impulse buying on purchase intentions in mobile text advertising Research Electronic Commerce Research and Applications Mobile
2/2012 US Financial Services Lead Interactive Marketing Spending Research Forrester Digital / Social Media, Mobile
2/2014 How Software Is Eating Video Ads And, Soon, TV Research Forrester Emerging Channels, Mobile, TV / Radio
9/2015 Three Steps Toward a Connected Mobile Marketing Strategy: Step 1 Research Gartner Mobile
4/2017 Mobile App Marketing Your Guide to the Basics Research App Annie Mobile
12/2014 The Gartner Risk Treatment Model for Mobile Marketing Research Gartner Digital / Social Media, Mobile

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