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
3/2014 Mobile's Trojan Horse: The Messaging Platform Research Forrester Digital / Social Media, Mobile
6/2017 Multi-channel Campaign Increases Engagement and Donations Case Study Digital / Social Media, Direct Mail, Mobile
6/2015 On the Go: How Mobile Shopping Affects Customer Purchase Behavior Research Journal of Retailing Mobile
3/2012 Personalized mobile advertising: Its key attributes, trends, and social impact Research Technological Forecasting and Social Change Mobile
5/2016 Planning and implementing effective mobile marketing programs Research Business Horizons Mobile
4/2015 Predictors of consumer attitudes towards SMS advertising Research Management Dynamics Mobile
7/2014 Privacy preserving and transactional advertising for mobile services Research Computing. Archives for Informatics and Numerical Computation Mobile
6/2016 Promotional marketing through mobile phone SMS: a cross-cultural examination of consumer acceptance Research Transnational Corporations Review Mobile
11/2015 Putting Real-Time Interaction Management Into Context Research Forrester Digital / Social Media, Mobile
4/2014 Rational VS Emotional Content in Mobile Advertising Research Pensar la Publicidad Mobile
12/2015 Retail shopper marketing: the future of promotional flyers Research International Journal of Retail & Distribution Management Mobile
10/2017 Roundup: Mobile Commerce 2017 Research eMarketer Mobile
6/2014 Six Best Practices to Deliver Powerful Mobile Consumer-Facing Applications Research Gartner Digital / Social Media, Mobile
5/2013 SoLoMo' Is the Mantra of the Mobile Marketing Master Research Gartner Digital / Social Media, Mobile
5/2017 StatPack: US Mobile Time Spent and Activities 2017 Research eMarketer Mobile
9/2014 The effects of product involvement and impulse buying on purchase intentions in mobile text advertising Research Electronic Commerce Research and Applications Mobile
12/2014 The Gartner Risk Treatment Model for Mobile Marketing Research Gartner Digital / Social Media, Mobile
10/2014 The Gross Rating Point Gets An Extreme Makeover Research Forrester Digital / Social Media, Mobile, TV / Radio
7/2016 The Marketing Power of Pokemon Go and Other New, Unsaturated Marketing Channels Research HubSpot Digital / Social Media, Mobile
7/2017 The Mobile Marketing Starter Kit Research Loyalytics Mobile
1/2012 The New Messaging Mandate Research Forrester Digital / Social Media, Mobile
9/2015 The Print Campaign Analysis  Research Magazine Publishers Assn. Digital / Social Media, Mobile, Print
2/2016 The race for relevance Total Retail 2016: United States Research 18th Annual Global CEO Survey, 2015 Digital / Social Media, Mobile
12/2018 The Retailer's Mobile Marketing Playbook Research Loyalytics Mobile
4/2017 The User Engagement Top 100 Report: Email Marketing in E-Commerce. Research Iterable Digital / Social Media, Mobile

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