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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192 results in Reports

  • Mobile Marketing
  • 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: 455
  • 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: 113
  • 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: 86
  • 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: 81
  • 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: 110
  • 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: 44
  • 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: 144
  • 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...

    • 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: 105
    • 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: 154
    • 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: 149
    • 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: 55
    • 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: 209
    • 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: 300
    • 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: 98
    • 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: 6
    • 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: 83
    • 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: 80
    • 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: 181
    • 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: 314
    • 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: 22
    • 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: 117
    • 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: 291
    • 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: 218
    • 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: 200