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 Source Publicationsort descending Marketing Channel
12/2013 Mobile Plays a Critical Role in Your Digital Marketing Strategy Research Gartner Mobile
9/2014 Avoid the Shiny-Object Syndrome in Your Mobile Marketing Strategy Research Gartner Mobile
1/2015 Irresistible and Challenging: The Role of Mobile Marketing in Customer Experience Research Gartner Mobile
2/2016 Market Trends: The Impact of Mobile Device Proliferation on Consumer Research Research Gartner Mobile
7/2015 Using Mobile Geoconquesting to Steal Customers From Competitors Research Gartner Mobile
8/2016 Use Growing Mobile Payment, Shopping and Banking Adoption to Enhance User Experience Research Gartner Mobile
9/2015 Three Steps Toward a Connected Mobile Marketing Strategy: Step 1 Research Gartner Mobile
12/2014 The Gartner Risk Treatment Model for Mobile Marketing Research Gartner Digital / Social Media, Mobile
6/2016 Mobile Consumer Behavior Is Disrupting Marketing, Learn How to Take Advantage Research Gartner Mobile
2/2016 Maturity Model for Mobile Marketing Research Gartner Mobile
11/2011 Competitive Landscape: Location-Based Advertising and Marketing Research Gartner Digital / Social Media, Mobile
4/2016 Three Steps Toward a Connected Mobile Marketing Strategy: Step Two, Mobile Marketing Analytics Research Gartner Mobile
8/2013 Three Steps to Build a Digital Marketing Strategy With Mobile Extensions for Retail Banks Research Gartner Digital / Social Media, Mobile
7/2016 Market Insight: Conversational Commerce — Hype or Reality? Research Gartner Digital / Social Media, Mobile
11/2015 Use Ideation to Improve Customer Engagements With Mobile Apps Research Gartner Mobile
4/2016 Gartner Digital Marketing Transit Map Research Gartner Digital / Social Media, Emerging Channels, Mobile
1/2016 Virtual & Augmented Reality: Understanding the Race for the Next Computing Platform Research Goldman Sachs Digital / Social Media, Emerging Channels, Mobile
10/2016 Virtual Reality Industry Report: Fall 2016 Research Greenlight Insights Digital / Social Media, Emerging Channels, Mobile
4/2016 What Marketers Need to Understand About Augmented Reality Research Harvard Business Review Digital / Social Media, Emerging Channels, Mobile
7/2016 The Marketing Power of Pokemon Go and Other New, Unsaturated Marketing Channels Research HubSpot Digital / Social Media, Mobile
10/2017 Haptics for Mobile Ads Research Immersion Mobile
10/2014 Familiarity, Frequency and Fine Lines Research Inskin Media; RAPP Media Digital / Social Media, Mobile
3/2016 2015 Full Year IAB Consumer Usage Digital Trend Report Research Interactive Advertising Bureau Digital / Social Media, Emerging Channels, Mobile
10/2013 Consumer attitudes towards mobile marketing in the smart phone era Research International Journal of Information Management Mobile
12/2015 Consumer Attitudes toward Mobile Marketing and Its Impact on Customers Research International Journal of Information, Business and Management Mobile

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