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
12/2013 Want To Be Loved? Go Mobile! Research International Journal of Mobile Marketing Mobile
10/2016 Market Insight: Retail Industry Primer, 2013 Research Gartner Mobile
2/2016 Maturity Model for Mobile Marketing Research Gartner Mobile
11/2015 Putting Real-Time Interaction Management Into Context Research Forrester Digital / Social Media, Mobile
4/2017 Five Challenges Facing Mobile Advertising in 2017 Research Cogniance Mobile
10/2014 How Effective Is Location-Targeted Mobile Advertising? Research MIT Sloan Management Review Mobile
12/2015 Consumer Attitudes toward Mobile Marketing and Its Impact on Customers Research International Journal of Information, Business and Management Mobile
11/2011 Marketing Essentials: Four Ways to Strengthen IT-Based Quantitative Consumer Research Using the Internet and Mobile Devices Research Gartner Mobile
4/2016 Three Steps Toward a Connected Mobile Marketing Strategy: Step Two, Mobile Marketing Analytics Research Gartner Mobile
12/2011 Attitudes towards Mobile Advertising – A Research to Determine the Differences between the Attitudes of Youth and Adults Research Procedia - Social and Behavioral Sciences Mobile
4/2017 The User Engagement Top 100 Report: Email Marketing in E-Commerce. Research Iterable Digital / Social Media, Mobile
11/2011 Competitive Landscape: Location-Based Advertising and Marketing Research Gartner Digital / Social Media, Mobile
2/2015 Hispanic-Americans, Mobile Advertising and Mobile Services Research Journal of Promotion Management Mobile
12/2015 Retail shopper marketing: the future of promotional flyers Research International Journal of Retail & Distribution Management Mobile
1/2012 Analytics and Monetization Are the Current Hot Topics in Consumer Apps Research Gartner Mobile
7/2016 Market Insight: Conversational Commerce — Hype or Reality? Research Gartner Digital / Social Media, Mobile
6/2014 Which products are best suited to mobile advertising? A field study of mobile display advertising effects on consumer attitudes and intentions Research Journal of Marketing Research Mobile
4/2017 C-Suite Series: A Marketer's Guide to Behavioral Email Research Bouncex Digital / Social Media, Mobile
8/2013 Three Steps to Build a Digital Marketing Strategy With Mobile Extensions for Retail Banks Research Gartner Digital / Social Media, Mobile
6/2016 Promotional marketing through mobile phone SMS: a cross-cultural examination of consumer acceptance Research Transnational Corporations Review Mobile
6/2015 On the Go: How Mobile Shopping Affects Customer Purchase Behavior Research Journal of Retailing Mobile
3/2013 Forecast: Mobile Advertising, Worldwide, 2008-2015 Research Gartner Mobile

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