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 Titlesort descending Document Source Publication Marketing Channel
12/2015 Consumer Attitudes toward Mobile Marketing and Its Impact on Customers Research International Journal of Information, Business and Management Mobile
10/2013 Consumer attitudes towards mobile marketing in the smart phone era Research International Journal of Information Management Mobile
1/2013 Consumer Decision-making Processes in Mobile Viral Marketing Campaigns Research Journal of Interactive Marketing Mobile
7/2017 Cross Media Campaign Increases Donations by 84% Case Study Digital / Social Media, Direct Mail, Mobile, Print
6/2011 Crowdsourcing Gains Legitimacy For Advertisers Research Forrester Digital / Social Media, Mobile, TV / Radio
5/2015 Executive Q&A: Five Key Questions To Kick Off Your Mobile Video Advertising Strategy Research Forrester Digital / Social Media, Mobile
3/2016 Factors Influencing Customers Buying Behavior in Mobile Marketing Research International Journal on Global Business Management & Research Mobile
10/2014 Familiarity, Frequency and Fine Lines Research Inskin Media; RAPP Media Digital / Social Media, Mobile
4/2017 Five Challenges Facing Mobile Advertising in 2017 Research Cogniance Mobile
3/2013 Forecast: Mobile Advertising, Worldwide, 2008-2015 Research Gartner Mobile
5/2016 Gamification and Mobile Marketing Effectiveness Research Journal of Interactive Marketing Mobile
4/2016 Gartner Digital Marketing Transit Map Research Gartner Digital / Social Media, Emerging Channels, Mobile
7/2017 Global App Economy Forecast Research App Annie Mobile
10/2011 Going Mobile?: Smartphone marketing efforts just make sense Research Marketing Health Services Mobile
10/2017 Haptics for Mobile Ads Research Immersion Mobile
7/2014 Harness The Power Of The Second Screen Research Forrester Digital / Social Media, Mobile, TV / Radio
2/2015 Hispanic-Americans, Mobile Advertising and Mobile Services Research Journal of Promotion Management Mobile
10/2016 How Do Social Apps Stack Up? Research Forrester Digital / Social Media, Mobile
10/2014 How Effective Is Location-Targeted Mobile Advertising? Research MIT Sloan Management Review Mobile
5/2017 How Push Notifications Impact Retail App Retention Rates Research Urban Airship Mobile
2/2014 How Software Is Eating Video Ads And, Soon, TV Research Forrester Emerging Channels, Mobile, TV / Radio
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
6/2012 Innovative mobile marketing via smartphones: are consumers ready? Research Marketing Intelligence & Planning Mobile
10/2016 Interactive Technology Used to Improve Bottled Water Sales Case Study Digital / Social Media, Direct Mail, Mobile
1/2015 Irresistible and Challenging: The Role of Mobile Marketing in Customer Experience Research Gartner Mobile