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 Titlesort descending Document Source Publication Marketing Channel
3/2016 2015 Full Year IAB Consumer Usage Digital Trend Report Research Interactive Advertising Bureau Digital / Social Media, Emerging Channels, Mobile
3/2016 2016 State of Marketing — 55 Important Business Findings Research The Huffington Post Digital / Social Media, Mobile
4/2017 2017 Mobile Loyalty Report Research 3Cinteractive
5/2017 A Buyer’s Guide To Mobile Marketing. Research Loyalytics Mobile
6/2014 A framework for mobile SNS advertising effectiveness: user perceptions and behaviour perspective Research Behaviour & Information Technology Mobile
9/2016 A Global Perspective of Mobile Commerce Research Internet Advertising Bureau Mobile
4/2017 Adopt an App+ Strategy, Move Beyond Apps to Win, Serve and Retain Your Customers Research Forrester Any Marketing Channel
9/2016 Advertising Mail Innovations Research USPS OIG Digital / Social Media, Direct Mail, 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
1/2012 Analytics and Monetization Are the Current Hot Topics in Consumer Apps Research Gartner Mobile
2/2017 App Annie 2016 Retrospective — Mobile’s Continued Momentum  Research App Annie Mobile
7/2015 App Install Ads Help Marketers Cut Through the Clutter Research eMarketer Mobile
5/2017 Are You Prepared for a Mobile-First World? 5 Reasons to Get Ready Now Research Emarsys 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
9/2014 Avoid the Shiny-Object Syndrome in Your Mobile Marketing Strategy Research Gartner Mobile
2/2016 Business is calling: Click-to call and mobile marketing Research Journal of Digital & Social Media Marketing Mobile
4/2017 C-Suite Series: A Marketer's Guide to Behavioral Email Research Bouncex Digital / Social Media, Mobile
1/2013 Coca-Cola Europe sets direction for the global enterprise with a social engagement platform Research Gartner Digital / Social Media, Mobile
4/2012 Combine Social And Mobile To Build B2B Customer Relationships Research Forrester Digital / Social Media, Mobile
11/2011 Competitive Landscape: Location-Based Advertising and Marketing Research Gartner Digital / Social Media, Mobile
10/2016 Connected Consumer Roundup Research eMarketer Digital / Social Media, Mobile
10/2013 Consumer acceptance of mobile marketing communications using the QR code Research Journal of Direct, Data and Digital Marketing Practice Mobile
12/2015 Consumer Attitudes toward Mobile Marketing and Its Impact on Customers Research International Journal of Information, Business and Management Mobile
10/2013 Consumer attitudes towards mobile marketing in the smart phone era Research International Journal of Information Management Mobile
1/2013 Consumer Decision-making Processes in Mobile Viral Marketing Campaigns Research Journal of Interactive Marketing Mobile

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