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
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 Want To Be Loved? Go Mobile! Research International Journal of Mobile Marketing Mobile
12/2013 Mobile Plays a Critical Role in Your Digital Marketing Strategy Research Gartner Mobile
10/2013 Consumer attitudes towards mobile marketing in the smart phone era Research International Journal of Information Management Mobile
10/2013 Consumer acceptance of mobile marketing communications using the QR code Research Journal of Direct, Data and Digital Marketing Practice 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 Consumer Decision-making Processes in Mobile Viral Marketing Campaigns Research Journal of Interactive Marketing 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
10/2012 MOBILE PHONE APPLICATIONS AS INNOVATIVE MARKETING TOOLS FOR HOTELS Research International Journal of Organizational Innovation (Online) Mobile
6/2012 Innovative mobile marketing via smartphones: are consumers ready? Research Marketing Intelligence & Planning Mobile
4/2012 Combine Social And Mobile To Build B2B Customer Relationships Research Forrester Digital / Social Media, Mobile
3/2012 Personalized mobile advertising: Its key attributes, trends, and social impact Research Technological Forecasting and Social Change Mobile
3/2012 If you love something, let it go mobile: Mobile marketing and mobile social media 4×4 Research Business Horizons Digital / Social Media, Mobile
2/2012 US Financial Services Lead Interactive Marketing Spending Research Forrester Digital / Social Media, Mobile
1/2012 Analytics and Monetization Are the Current Hot Topics in Consumer Apps Research Gartner Mobile
1/2012 The New Messaging Mandate Research Forrester Digital / Social Media, 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