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.

Latest Research

  • For eBusiness & Channel Strategy Professionals

    REPORT: Predictions 2018: Mobile Evolves Into The Digital Experience Conductor

    Landscape: The Mobile eBusiness Playbook

    November 8, 2017 Julie A. Ask, Jeffrey S. Hammond, Thomas Husson, Michael Facemire

    2018 is the year that mobile becomes core to the digital ecosystem. Devices are evolving to seamlessly work together. Tooling is following that evolution, allowing developers to build for burgeoning ecosystems. Development shops are keeping pace thanks to these tools, while marketing organizations are desperate to keep up. This report outlines the mobile trends that development teams and digital business leaders should look for in 2018.

  • For B2C Marketing Professionals

    REPORT: Mobile-First Is Not Enough

    Benchmark Your Mobile Marketing Approach

    October 10, 2017 Thomas Husson

    Over the past few years, "mobile first" has become the new marketing imperative. However, few B2C marketers are good at executing this concept. More importantly, focusing solely on mobile-first doesn't truly put mobile at the heart of the customer experience and business transformation. This report helps marketers evaluate their mobile maturity by benchmarking their approaches against those of their peers. It also suggests ways to advance through the stages of mobile maturity.

  • For B2C Marketing Professionals

    REPORT: Apple Raises The Bar For Marketers

    What Marketers Need To Know About The New iPhone X And iOS 11

    September 22, 2017 Thomas Husson

    Ten years ago, Apple not only disrupted the smartphone market, it completely changed the rules in many industries including marketing and advertising. With its latest iPhone X and iOS 11, Apple sets the course for the evolving role of smartphones in the coming decade. This report highlights how B2C marketers should take advantage of the Apple ecosystem to prepare for next-generation experiences.

  • For B2C Marketing Professionals

    REPORT: Close The Global Digital Marketing Gap

    Why And How Global Marketers Must Localize Their Digital Marketing Approach

    September 6, 2017 Thomas Husson

    Global marketers have long faced obstacles when expanding their brands into new regions. Digital, despite its helpful automation and scalability, brings unique challenges to global marketing strategies. This report helps B2C marketers at global brands evolve their digital marketing maturity for an increasingly demanding and fragmented global consumer.

  • For B2C Marketing Professionals

    REPORT: Forrester Data: Online Display Advertising Forecast, 2016 To 2021 (Asia Pacific)

    ForecastView Document

    June 1, 2017 Brandon Verblow

    Over the next five years, Forrester predicts that marketers will devote more incremental display ad dollars to Asia Pacific than to either the US or Europe. The display ad spending markets in each country covered in this report — China, India, Japan, South Korea, and Australia — differ from each other in key ways. This forecast report provides crucial data necessary for understanding those differences, including a breakout of mobile and desktop/laptop for each of the five countries, historical data going back to 2011, and a five-year forecast.

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