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
7/2015 Mobile Games: A Large Audience, But Limited Ad Spending (So Far) Research eMarketer Digital / Social Media
6/2015 On the Go: How Mobile Shopping Affects Customer Purchase Behavior Research Journal of Retailing Mobile
5/2015 Executive Q&A: Five Key Questions To Kick Off Your Mobile Video Advertising Strategy Research Forrester Digital / Social Media, Mobile
4/2015 Predictors of consumer attitudes towards SMS advertising Research Management Dynamics Mobile
2/2015 Hispanic-Americans, Mobile Advertising and Mobile Services Research Journal of Promotion Management Mobile
1/2015 Mobile Advertising Effectiveness on Gen Y's Attitude and Purchase Intentions Research International Journal of Marketing & Business Communication Mobile
1/2015 Irresistible and Challenging: The Role of Mobile Marketing in Customer Experience Research Gartner Mobile
1/2015 Making Sense Of New Video Consumption Behavior Research Forrester Digital / Social Media, Mobile, TV / Radio
12/2014 The Gartner Risk Treatment Model for Mobile Marketing Research Gartner Digital / Social Media, Mobile
12/2014 Mobile Apps Survey: What Do App Users Want? Research Gartner Mobile
11/2014 US Digital Marketing Forecast, 2014 To 2019 Research Forrester Digital / Social Media, Direct Mail, Mobile, TV / Radio
10/2014 How Effective Is Location-Targeted Mobile Advertising? Research MIT Sloan Management Review Mobile
10/2014 The Gross Rating Point Gets An Extreme Makeover Research Forrester Digital / Social Media, Mobile, TV / Radio
10/2014 Familiarity, Frequency and Fine Lines Research Inskin Media; RAPP Media Digital / Social Media, Mobile
9/2014 Mail Innovations Research USPS OIG Digital / Social Media, Direct Mail, 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
9/2014 Avoid the Shiny-Object Syndrome in Your Mobile Marketing Strategy Research Gartner Mobile
7/2014 Privacy preserving and transactional advertising for mobile services Research Computing. Archives for Informatics and Numerical Computation Mobile
7/2014 Messaging Apps: Mobile Becomes The New Face Of Social Research Forrester Digital / Social Media, Mobile
7/2014 Harness The Power Of The Second Screen Research Forrester Digital / Social Media, Mobile, TV / Radio
6/2014 A framework for mobile SNS advertising effectiveness: user perceptions and behaviour perspective Research Behaviour & Information Technology 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
6/2014 Six Best Practices to Deliver Powerful Mobile Consumer-Facing Applications Research Gartner Digital / Social Media, Mobile
4/2014 Rational VS Emotional Content in Mobile Advertising Research Pensar la Publicidad Mobile
4/2014 Mobile Is The Real Driver For US Social Media Growth Research Forrester Digital / Social Media, Mobile