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
7/2016 Virtual Identity And New Consumer Behavior - The Role Of Mobile Marketing Research European Scientific Journal Mobile
11/2014 US Digital Marketing Forecast, 2014 To 2019 Research Forrester Digital / Social Media, Direct Mail, Mobile, TV / Radio
11/2015 Putting Real-Time Interaction Management Into Context Research Forrester Digital / Social Media, Mobile
7/2014 Messaging Apps: Mobile Becomes The New Face Of Social Research Forrester Digital / Social Media, Mobile
4/2014 Mobile Is The Real Driver For US Social Media Growth Research Forrester Digital / Social Media, Mobile
3/2014 Mobile's Trojan Horse: The Messaging Platform Research Forrester Digital / Social Media, Mobile
1/2012 The New Messaging Mandate Research Forrester Digital / Social Media, Mobile
6/2011 Crowdsourcing Gains Legitimacy For Advertisers Research Forrester Digital / Social Media, Mobile, TV / Radio
4/2017 Adopt an App+ Strategy, Move Beyond Apps to Win, Serve and Retain Your Customers Research Forrester Any Marketing Channel
4/2012 Combine Social And Mobile To Build B2B Customer Relationships Research Forrester Digital / Social Media, Mobile
2/2012 US Financial Services Lead Interactive Marketing Spending Research Forrester Digital / Social Media, Mobile
6/2018 A Recipe For Mobile App Success Research Forrester Mobile, Mobile
6/2018 The State Of Mobile Advertising: Context And Measurement Wanted Research Forrester Mobile, Mobile
10/2016 How Do Social Apps Stack Up? Research Forrester Digital / Social Media, Mobile
7/2014 Harness The Power Of The Second Screen Research Forrester Digital / Social Media, Mobile, TV / Radio
10/2014 The Gross Rating Point Gets An Extreme Makeover Research Forrester Digital / Social Media, Mobile, TV / Radio
1/2015 Making Sense Of New Video Consumption Behavior 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
8/2011 US Interactive Marketing Forecast, 2011 To 2016 Research Forrester Digital / Social Media, Mobile, TV / Radio
2/2014 How Software Is Eating Video Ads And, Soon, TV Research Forrester Emerging Channels, Mobile, TV / Radio
10/2016 Market Insight: Retail Industry Primer, 2013 Research Gartner Mobile
11/2011 Marketing Essentials: Four Ways to Strengthen IT-Based Quantitative Consumer Research Using the Internet and Mobile Devices Research Gartner Mobile
1/2012 Analytics and Monetization Are the Current Hot Topics in Consumer Apps Research Gartner Mobile
3/2013 Forecast: Mobile Advertising, Worldwide, 2008-2015 Research Gartner Mobile
6/2014 Six Best Practices to Deliver Powerful Mobile Consumer-Facing Applications Research Gartner Digital / Social Media, Mobile

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