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.

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197 results in Reports

  • Mobile Marketing
  • For eBusiness & Channel Strategy Professionals

    Report:The State Of Retailing Online 2014: Marketing

    This latest report in our series using data from The State Of Retailing Online, a Shop.org study conducted by Forrester Research, covers interactive marketing benchmarks for online retailers. More...

    • For Marketing Leadership Professionals

      Report:Understand Immediacy, Simplicity, And Context

      Processes: The Mobile Marketing Playbook

      This report highlights the key principles of mobile experience that marketing leaders must weave into the process of crafting mobile marketing strategies. As more people own smartphones than ever...

      • Downloads: 1766
    • For eBusiness & Channel Strategy Professionals

      Report:Build A Pervasive Corporate Mobile Competency

      Organization: The Mobile eBusiness Playbook

      Mobile strategy has evolved since 2010. Then, a mobile strategy equated to a mobile services road map and technology platform choices. An individual or small team could both create a strategy and...

      • Downloads: 525
    • For eBusiness & Channel Strategy Professionals

      Report:Best Practices In Mobile Financial Sales

      Digital Teams Must Use Context To Be Relevant And Earn Sales

      As mobile touchpoints displace PCs, branches, advisors, and agents at the heart of customers' relationships with financial services firms, digital executives need to step up their mobile marketing...

      • Downloads: 135
    • 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: 714
    • For Marketing Leadership Professionals

      Report:Brief: The Opportunities And Challenges Of Beacon Marketing

      No Matter How Promising The Technology Is, Be Wary Of The Hype

      Marketers at retail companies were the first to test beacons and implement in-store marketing, but now marketers in other industries, including fast-moving consumer goods, travel and hospitality, and...

      • Downloads: 164
    • For CMO Professionals

      Report:Brief: Create Mobile Moments That Boost The Brand Experience

      Shift Mobile From A Siloed Tactic To A Connected Brand Building Tool

      Forrester believes that we are witnessing a mobile mind shift — "the expectation that I can get what I want in my immediate context and moments of need." The new battleground for customers is...

      • Downloads: 185
    • For eBusiness & Channel Strategy Professionals

      Report:2014 Australian Mobile Banking Functionality Benchmark

      Australian Banks Offer Strong Mobile Services

      We used our Mobile Banking Functionality Benchmark methodology to evaluate the retail mobile banking services of the four largest retail banks in Australia on 37 criteria. Australia's banks have laid...

      • Downloads: 109
    • For Marketing Leadership Professionals

      Report:Score Your Mobile Marketing Maturity

      Assessment: The Mobile Marketing Playbook

      This report for marketers explains how to assess your mobile marketing capabilities. We find that although mobile budgets are beginning to increase, the majority of marketers are still in the early...

      • Downloads: 521
    • For eBusiness & Channel Strategy Professionals

      Report:2014 Global Mobile Banking Functionality Benchmark

      Benchmarks: The Mobile Banking Strategy Playbook

      We used our Mobile Banking Functionality Benchmark methodology to evaluate the mobile banking offerings of 32 large retail banks in Western Europe, North America, and Australia. In general, the firms...

      • Downloads: 256
    • For Marketing Leadership Professionals

      Report:Brief: Best Practices For Engaging Consumers Via Messaging Apps

      To help brands connect with their audiences, messaging apps such as Instagram, Kik, Line, Snapchat, Tango, and WeChat have begun to offer nascent marketing tools. This brief report provides examples...

      • Downloads: 135
    • For Marketing Leadership Professionals

      Report:Brief: Don't Neglect Mobile Web Ads In Favor Of Apps

      In-App Ads Are Appealing, But They're Not A Panacea

      Smartphones have captured the attention of customers, and marketers are following suit by shifting a portion of their budgets into mobile advertising. But with mobile, unlike with desktop planning,...

      • Downloads: 109
    • For Marketing Leadership Professionals

      Report:Harness The Power Of The Second Screen

      When And How It Makes Sense For Marketers To Integrate Second-Screen Experiences Into Their Plans

      Consumers today are rarely without a mobile, tablet, or laptop device close to hand, even when engaged in other activities such as watching TV. Being active on these second screens is now a normal...

      • Downloads: 161
    • For Marketing Leadership Professionals

      Report:Drive Effective Mobile Marketing In China

      Marketers in China are facing the most promising yet most complex mobile market in the world. Chinese mobile consumers appear to be highly tech savvy, but can't always be reached on-the-go. Despite...

      • Downloads: 65
    • For Marketing Leadership Professionals

      Report:Messaging Apps: Mobile Becomes The New Face Of Social

      Messaging Apps Will Force Digital Platforms To Evolve

      You've surely heard of the second-largest acquisition in tech history, Facebook's purchase of WhatsApp for $19 billion. However, you may not have heard of KakaoTalk, Kik, Line, Secret, Snapchat,...

      • Downloads: 222
    • For Marketing Leadership Professionals

      Report:Forrester Research Social Media Forecast, 2014 To 2019 (Western Europe)

      ForecastView Spreadsheet

      Total social media advertising spending within the 17 Western European countries covered in this forecast is expected to reach €4.3 billion by 2019, up from €2.6 billion in 2014, growing at...

      • Downloads: 2
    • For Marketing Leadership Professionals

      Report:Brief: Don't Confound Mobile Ads And Mobile Paid Search

      All Mobile Paid Media Is Not The Same

      Marketers are turning their attention to mobile advertising in order to reach the large, addressable mobile audience. But approaching mobile advertising strategically is difficult, as marketers face...

      • Downloads: 119
    • For eBusiness & Channel Strategy Professionals

      Report:Building Mobile Services? Location Matters

      Intelligent Location Enables Smart Consumer Engagement

      Consumers are very task-oriented on their mobile phones. At most, they allot a minute or two to check a price, get a boarding pass, or pay a bill. As a result, digital business professionals must...

      • Downloads: 186
    • For eBusiness & Channel Strategy Professionals

      Report:2014 European Mobile Banking Functionality Benchmark

      Garanti Tops Our Review Of European Banks' Mobile Services

      We used our Mobile Banking Functionality Benchmark methodology to evaluate the retail mobile banking offerings of 11 retail banks across Europe on more than 35 criteria. The banks have laid strong...

      • Downloads: 189
    • For Marketing Leadership Professionals

      Report:Case Study: BBC Radio1 Reaches Young UK Users With Mobile-Specific Ads

      A Mobile-Unique Approach Creates Engagement And Drives Results

      BBC Radio 1 reinvigorated its program The Breakfast Show with new content and a new host, with the goal of appealing to younger users and growing its audience. To reach these highly mobile listeners,...

      • Downloads: 63
    • For Marketing Leadership Professionals

      Report:Brief: Email Marketing Gets Responsive

      Mobile access to email is exploding, forcing marketers to develop a strategy for creating mobile-friendly email messages. This report recommends strategies for how to improve the performance of email...

      • Downloads: 234
    • For eBusiness & Channel Strategy Professionals

      Report:2014 US Mobile Banking Functionality Benchmark

      Chase And U.S. Bank Top Our Review Of US Banks' Mobile Services

      We used our Mobile Banking Functionality Benchmark methodology to evaluate the retail mobile banking services of the five largest retail banks in the US across more than 35 criteria. The banks have...

      • Downloads: 359
    • For Marketing Leadership Professionals

      Report:Mobile In Japan: What Marketers Need To Know

      While Japan is a mobile-centric society, smartphone adoption has lagged behind other major markets. Many international brands launched their first mCommerce initiatives in Japan several years ago,...

      • Downloads: 114
    • For Marketing Leadership Professionals

      Report:Forrester Research Mobile Advertising Forecast, 2014 To 2019 (US)

      ForecastView Spreadsheet

      Consumers are undoubtedly increasing their time spent on mobile (phone and tablet) devices, and advertisers are shifting their budgets to attract, retain, and engage this customer base. As such,...

      • Downloads: 7
    • 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: 101