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

Mobile Research and Case Studies

Datesort ascending Title Document Source Publication Marketing Channel
5/2016 Gamification and Mobile Marketing Effectiveness Research Journal of Interactive Marketing Mobile
5/2016 Mobile Shopper Marketing: Key Issues, Current Insights, and Future Research Avenues Research Journal of Interactive Marketing Mobile
5/2016 Planning and implementing effective mobile marketing programs Research Business Horizons Mobile
4/2016 What Marketers Need to Understand About Augmented Reality Research Harvard Business Review Digital / Social Media, Emerging Channels, Mobile
4/2016 Three Steps Toward a Connected Mobile Marketing Strategy: Step Two, Mobile Marketing Analytics Research Gartner Mobile
4/2016 Gartner Digital Marketing Transit Map Research Gartner Digital / Social Media, Emerging Channels, Mobile
4/2016 Trends In The Evolution Of Mobile Commerce Research Quaestus Mobile
3/2016 Virtual & Augmented Reality: The Future of Immersive Marketing Research Catalyst Digital / Social Media, Emerging Channels, Mobile
3/2016 2015 Full Year IAB Consumer Usage Digital Trend Report Research Interactive Advertising Bureau Digital / Social Media, Emerging Channels, Mobile
3/2016 Factors Influencing Customers Buying Behavior in Mobile Marketing Research International Journal on Global Business Management & Research Mobile
3/2016 2016 State of Marketing — 55 Important Business Findings Research The Huffington Post Digital / Social Media, Mobile
2/2016 The race for relevance Total Retail 2016: United States Research 18th Annual Global CEO Survey, 2015 Digital / Social Media, Mobile
2/2016 Market Trends: The Impact of Mobile Device Proliferation on Consumer Research Research Gartner Mobile
2/2016 Business is calling: Click-to call and mobile marketing Research Journal of Digital & Social Media Marketing Mobile
2/2016 Maturity Model for Mobile Marketing Research Gartner 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
1/2016 Virtual & Augmented Reality: Understanding the Race for the Next Computing Platform Research Goldman Sachs Digital / Social Media, Emerging Channels, Mobile
12/2015 Consumer Attitudes toward Mobile Marketing and Its Impact on Customers Research International Journal of Information, Business and Management Mobile
12/2015 Retail shopper marketing: the future of promotional flyers Research International Journal of Retail & Distribution Management Mobile
11/2015 Putting Real-Time Interaction Management Into Context Research Forrester Digital / Social Media, Mobile
11/2015 Use Ideation to Improve Customer Engagements With Mobile Apps Research Gartner Mobile
9/2015 The Print Campaign Analysis  Research Magazine Publishers Assn. Digital / Social Media, Mobile, Print
9/2015 Three Steps Toward a Connected Mobile Marketing Strategy: Step 1 Research Gartner Mobile
7/2015 App Install Ads Help Marketers Cut Through the Clutter Research eMarketer Mobile
7/2015 Mobile Games: A Large Audience, But Limited Ad Spending (So Far) Research eMarketer Digital / Social Media

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