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 Title Document Sourcesort descending Publication Marketing Channel
6/2017 Multi-channel Campaign Increases Engagement and Donations Case Study Digital / Social Media, Direct Mail, Mobile
7/2017 Cross Media Campaign Increases Donations by 84% Case Study Digital / Social Media, Direct Mail, Mobile, Print
10/2016 Interactive Technology Used to Improve Bottled Water Sales Case Study Digital / Social Media, Direct Mail, Mobile
12/2015 Retail shopper marketing: the future of promotional flyers Research International Journal of Retail & Distribution Management Mobile
1/2012 Analytics and Monetization Are the Current Hot Topics in Consumer Apps Research Gartner Mobile
7/2016 Market Insight: Conversational Commerce — Hype or Reality? Research Gartner Digital / Social Media, 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
4/2017 C-Suite Series: A Marketer's Guide to Behavioral Email Research Bouncex Digital / Social Media, Mobile
8/2013 Three Steps to Build a Digital Marketing Strategy With Mobile Extensions for Retail Banks Research Gartner Digital / Social Media, Mobile
2/2018 The Retailer's Mobile Marketing Playbook Research Loyalytics Mobile
6/2016 Promotional marketing through mobile phone SMS: a cross-cultural examination of consumer acceptance Research Transnational Corporations Review Mobile
6/2015 On the Go: How Mobile Shopping Affects Customer Purchase Behavior Research Journal of Retailing Mobile
3/2013 Forecast: Mobile Advertising, Worldwide, 2008-2015 Research Gartner Mobile
11/2015 Use Ideation to Improve Customer Engagements With Mobile Apps Research Gartner Mobile
6/2012 Innovative mobile marketing via smartphones: are consumers ready? Research Marketing Intelligence & Planning Mobile
4/2017 2017 Mobile Loyalty Report Research 3Cinteractive
10/2011 Going Mobile?: Smartphone marketing efforts just make sense Research Marketing Health Services Mobile
2/2018 2018 App Marketing Guide Research Loyalytics Mobile
3/2016 Factors Influencing Customers Buying Behavior in Mobile Marketing Research International Journal on Global Business Management & Research 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
6/2014 Six Best Practices to Deliver Powerful Mobile Consumer-Facing Applications Research Gartner Digital / Social Media, Mobile
10/2016 Connected Consumer Roundup Research eMarketer Digital / Social Media, Mobile
10/2013 Consumer attitudes towards mobile marketing in the smart phone era Research International Journal of Information Management Mobile
5/2017 A Buyer’s Guide To Mobile Marketing. Research Loyalytics Mobile
3/2012 Personalized mobile advertising: Its key attributes, trends, and social impact Research Technological Forecasting and Social Change Mobile