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

Datesort ascending Title Document Source Publication Marketing Channel
9/2014 The effects of product involvement and impulse buying on purchase intentions in mobile text advertising Research Electronic Commerce Research and Applications 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
7/2014 Privacy preserving and transactional advertising for mobile services Research Computing. Archives for Informatics and Numerical Computation Mobile
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 Mobile Is The Real Driver For US Social Media Growth Research Forrester Digital / Social Media, Mobile
4/2014 Rational VS Emotional Content in Mobile Advertising Research Pensar la Publicidad Mobile
3/2014 Mobile's Trojan Horse: The Messaging Platform Research Forrester Digital / Social Media, Mobile
2/2014 How Software Is Eating Video Ads And, Soon, TV Research Forrester Emerging Channels, Mobile, TV / Radio
1/2014 Mobile Marketing Applications of Travel Agencies Research International Journal of Research in Business and Social Science Mobile
12/2013 Mobile Plays a Critical Role in Your Digital Marketing Strategy Research Gartner Mobile
12/2013 Want To Be Loved? Go Mobile! Research International Journal of Mobile Marketing Mobile
10/2013 Consumer acceptance of mobile marketing communications using the QR code Research Journal of Direct, Data and Digital Marketing Practice Mobile
10/2013 Consumer attitudes towards mobile marketing in the smart phone era Research International Journal of Information Management Mobile
8/2013 Three Steps to Build a Digital Marketing Strategy With Mobile Extensions for Retail Banks Research Gartner Digital / Social Media, Mobile
5/2013 SoLoMo' Is the Mantra of the Mobile Marketing Master Research Gartner Digital / Social Media, Mobile
3/2013 Forecast: Mobile Advertising, Worldwide, 2008-2015 Research Gartner Mobile
2/2013 Marketing design elements of mobile fashion retail apps Research Journal of Fashion Marketing and Management Mobile
1/2013 Mobile marketing communications in the retail environment: a comparison of QR code users and non-users Research International Journal of Mobile Marketing Mobile
1/2013 Coca-Cola Europe sets direction for the global enterprise with a social engagement platform Research Gartner Digital / Social Media, Mobile
1/2013 Mobile Marketing: Applications And Implications For Physicians In Private Practice Research American Journal of Health Sciences Mobile
1/2013 Mobile age provides marketing bonanza: But there are pitfalls as well as opportunities Research Strategic Direction Mobile
1/2013 Consumer Decision-making Processes in Mobile Viral Marketing Campaigns Research Journal of Interactive Marketing Mobile

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