Mobile Marketing

Integral to multichannel marketing strategy, mobile marketing content is delivered through a range of technologies and designed specifically to be viewed on smartphones. Mobile marketing includes, but is not limited to, mobile display advertising (in-app and on-website), mobile search (paid and organic), location-based services (LBS), short message service (SMS), quick response (QR) and scannable barcodes, augmented reality (AR), loyalty programs, and customer relationship management.

Refine your results

Date Range

Role

Methodology

Analyst

Industry

Region

Vendor

177 results in Reports

  • Mobile Marketing
  • For Marketing Leadership Professionals

    Report:Case Study: Zoetis Sponsors A Mobile App To Build Brand Awareness

    A Mobile Marketing POST Report

    Pfizer Animal Health, a global animal health company, was rebranded Zoetis in 2013. With a new name, the company needed a way to raise awareness in the marketplace. To connect with its audience, it...

    • Downloads: 6
  • For CIO Professionals

    Report:Trends 2014: Indian CMOs' Technology Spending Plans

    CIOs Must Ramp Up Their Marketing Quotient For Effective Collaboration With CMOs

    Forrester, in conjunction with MindForce Research, recently surveyed 101 CMOs in India to understand business and marketing priorities, marketing spending on technology, key tech management and...

    • Downloads: 32
    • Rating:
  • For Marketing Leadership Professionals

    Report:Beyond Marketing: How Mobile Is Transforming McDonald's France

    Use Mobile As The Catalyst For Digital Transformation

    In France, you can order a Big Mac anytime, anywhere on your smartphone, tablet, or desktop and pick it up later at any of 1,200 McDonald's restaurants. But mobile ordering and in-store pick up are...

    • Downloads: 74
  • For Marketing Leadership Professionals

    Report:Mobile Advertising: It's Time To Get Personal

    Dump Your Desktop Approach For Integrated, Individualized Mobile Ads

    Nearly a third of the world's population is equipped with smartphones, and saturation reaches more than two-thirds in major markets like Hong Kong, the UK, and the US. This creates a huge mobile...

    • Downloads: 149
  • For Marketing Leadership Professionals

    Report:Mobile Is The Real Driver For US Social Media Growth

    ForecastView Document

    We recently published the Forrester Research Social Media Forecast, 2014 To 2019 (US). This report discusses how the mobile channel (which includes smartphones and tablets) will be a catalyst for the...

    • Downloads: 11
  • For Customer Insights Professionals

    Report:Quick Take: Adobe Underscores Marketing Reinvention At Adobe Summit 2014

    Announcements Emphasize Partnerships And Innovation

    On March 25, 2014, at its annual digital marketing summit, Adobe very deliberately positioned its Marketing Cloud as a comprehensive platform for digital marketers, rather than a suite of...

    • Downloads: 73
    • Rating:
  • For Marketing Leadership Professionals

    Report:Interactive Channels To Watch In 2014

    This report is the latest installment in an annual series on how marketing leaders leverage interactive channels. Email marketing and display advertising still top marketer's lists, but mobile and...

    • Downloads: 157
  • For eBusiness & Channel Strategy Professionals

    Report:Mobile's Trojan Horse: The Messaging Platform

    Engage Customers In Their Mobile Moments — Even If The Moments Aren't Yours

    Companies with a strong mobile user base are going public and being acquired for astounding valuations. Some have no revenue, and you likely haven't heard of most of these companies. You are probably...

    • Downloads: 147
    • Rating:
  • For Marketing Leadership Professionals

    Report:How To Make The Most Of Google Enhanced Campaigns

    In mid-2013, Google introduced Google enhanced campaigns, an update to its AdWords system for pay-per-click ad management. This report explains what marketers should understand about Google enhanced...

    • Downloads: 169
  • For Marketing Leadership Professionals

    Report:Establish A Baseline For Mobile KPIs

    Benchmarks: The Mobile Marketing Playbook

    Marketers continue to advance from being mobile novices to approaching mobile strategically. With this maturity comes the responsibility to prove the success of mobile programs. However, in a rapidly...

    • Downloads: 250
  • For Marketing Leadership Professionals

    Report:Become Agile To Improve Your Mobile Approach

    Continuous Improvement: The Mobile Marketing Playbook

    By now, most marketers have successfully launched a mobile website, and many have an app or two. Even if your mobile traffic is growing exponentially and you've had success with several mobile...

    • Downloads: 196
  • For Marketing Leadership Professionals

    Report:Chinese Mobile Consumers Are An Attractive But Unique Audience

    How Mobile Marketing Differs In The Largest Smartphone Market In The World

    China is the largest smartphone market in the world, with what appear to be highly sophisticated mobile users. Metro Chinese consumers use mobile for everything from social media to watching video to...

    • Downloads: 123
  • For eBusiness & Channel Strategy Professionals

    Report:Predictions 2014: Mobile Trends In eBusiness

    Navigate Beyond The Hype To Drive Near-Term Results

    In 2014, there will be more than 2 billion smartphones globally. Mobile is becoming not only the new digital hub but also the bridge to the physical world. That's why mobile will affect more than...

    • Downloads: 680
    • Comments: 2
    • Rating:
  • For Marketing Leadership Professionals

    Report:Predictions 2014: Mobile Trends For Marketers

    Navigate Beyond The Hype To Drive Near-Term Results

    In 2014, there will be more than 2 billion smartphones globally. Mobile is becoming not only the new digital hub but also the bridge to the physical world. That's why mobile will affect more than...

    • Downloads: 672
    • Rating:
  • For Marketing Leadership Professionals

    Report:Forrester Research Interactive Marketing Forecast By Industry, 2013 To 2018 (US)

    ForecastView Spreadsheet

    Breaks out company spending on interactive marketing segmented by 12 industries. Each industry's spending is further broken into the various components of interactive marketing: display, paid search,...

    • Downloads: 9
  • For eBusiness & Channel Strategy Professionals

    Report:Mobile Messaging Vendor Overview

    Making Smart Decisions To Support Your Business Needs

    This report is a mobile messaging vendor overview designed to provide a framework for narrowing the list of potential vendors that are well suited to meet the needs of your business. Rather than an...

    • Downloads: 1189
    • Rating:
  • For Marketing Leadership Professionals

    Report:Push Mobile Engagement To The Next Level

    Integrate Push Notifications Into Your Marketing Approach

    Push notifications make the most of mobile marketing's unique attributes: intimacy, immediacy, and context. When consumers opt in to receive push notifications, it means they trust you to the point...

    • Downloads: 434
  • For Marketing Leadership Professionals

    Report:Exploring The In-App Advertising Opportunity

    In-app advertising is top of mind for mobile marketers today as consumers increasingly spend time using mobile applications on smartphones and tablets. These app users are a captive audience, but...

    • Downloads: 335
    • Rating:
  • For Marketing Leadership Professionals

    Report:Beyond ROI: Showcasing The True Impact Of Mobile Marketing

    Business Case: The Mobile Marketing Playbook

    Mobile phones are becoming ubiquitous, but the same cannot be said for sophisticated mobile marketing strategies within organizations. It's a classic chicken-or-egg problem: Marketers can't build a...

    • Downloads: 383
    • Rating:
  • For Marketing Leadership Professionals

    Report:Make The Most Of Analytics To Meet Your Mobile Objectives

    Performance Management: The Mobile Marketing Playbook

    On average, mobile now represents more than 20% of overall traffic to websites. For some companies, including many in media, more than half of all visits come via mobile devices. In some countries,...

    • Downloads: 519
    • Rating:
  • For Marketing Leadership Professionals

    Report:Understanding The Gap Between Consumers' And Marketers' Use Of Mobile

    Adoption of smartphones is skyrocketing around the globe. Increased sophistication of consumers' use of those smartphones is likewise climbing — without consumers even noticing it. Mobile is...

    • Downloads: 727
    • Rating:
  • For Marketing Leadership Professionals

    Report:Organize For Mobile Marketing Success

    Organization: The Mobile Marketing Playbook

    Organizations are expanding their use of mobile across functional, geographic, and brand boundaries, and the mobile vendor ecosystem is still fragmented and increasingly convoluted. The result?...

    • Downloads: 369
    • Rating:
  • For Marketing Leadership Professionals

    Report:Get To Know Mobile Tactics

    Tools And Technology: The Mobile Marketing Playbook

    Smartphone adoption is increasing and propelling your audience into the growing segment of always addressable customers. A key touchpoint for these mobile-savvy and connected consumers, smartphones...

    • Downloads: 558
    • Rating:
  • For eBusiness & Channel Strategy Professionals

    Report:The State Of Retailing Online 2013: Marketing And Merchandising

    Forrester partnered with Shop.org for its annual report of eCommerce benchmarks, gathered from a survey of retailers that sell online. We published the first 2013 report earlier this year, covering...

    • Downloads: 885
    • Rating:
  • For Marketing Leadership Professionals

    Report:Marketers Embrace The Power Of Digital Video In China

    With the widespread adoption of online video viewing platforms by Chinese consumers, marketers have seized the moment and increased their investment levels in the new medium. However, marketers have...

    • Downloads: 128