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: The Art Of Notifications

    Design Experiences To Engage Your Customers In Key Moments

    October 22, 2018 Julie A. Ask

    Today's digital experiences — including mobile messages — place too much cognitive load on consumers. The effectiveness of mobile messages depends on both the use case and the content. Consumers will turn off poor experiences very quickly. Future experiences will be right-sized, highly contextual, and dynamically assembled. Today's mobile messages or notifications are the precursor to these experiences. Mobile messaging product managers must master the art of notifications.

  • For eBusiness & Channel Strategy Professionals

    REPORT: Mobile Messaging Best Practices Illustrated

    Jump-Start Your Learning With This Library Of Mobile Message Examples

    October 22, 2018 Julie A. Ask

    The most common question Forrester's clients ask about mobile messaging is, "Who does it well?" The second most popular question is, "What are my competitors doing?" Digital business leaders will find answers to both questions here. The PPT tool in the download box at the beginning of the report offers more than 70 examples of mobile messages and rates the quality of mobile messages for 17 attributes such as use of graphics, tone, clarity of language, and more. We'll continue to update this as we find more examples and technology evolves.

  • For eBusiness & Channel Strategy Professionals

    REPORT: RCS: More Myth Than Magic — For Now

    RCS Could Accelerate Convergence Of Notifications And Conversations

    October 15, 2018 Julie A. Ask, Mike Chirokas

    Notifications simplify experiences for consumers by allowing brands to push out text, images, files, app fragments, and more based on real-time context. However, the only fully interoperable messaging available today is SMS, which has limited functionality, compared with platforms such as Apple's iMessage or Facebook's Messenger. Google is pursuing a fully interoperable standard in rich communication service (RCS), which would offer a comparable feature set, but many obstacles stand in its way. This report outlines the potential of RCS for digital business professionals.

  • For eBusiness & Channel Strategy Professionals

    REPORT: Notifications: Build Your Best Practices

    A Step-By-Step Guide To Notification Excellence

    September 28, 2018 Julie A. Ask

    Digital business professionals can learn how to master notifications in part by benchmarking competitors and other leaders. A pure "monkey see, monkey do" philosophy will fall short. Digital business professionals must put processes, people, and technology in place to build their own best practices to win in customers' moments with notifications.

  • For Customer Experience Professionals

    REPORT: Your App Evokes These Emotions, But You Don't Know It

    Digital Interactions On Apps And Websites Trigger Customer Emotions Too

    July 16, 2018 Amit Bhatia

    The role of emotion in customer experience (CX) is long proven. Positive emotions improve CX, driving revenue growth; negative emotions do the opposite. Given this and the fact that many experiences today are digital, clients often ask us what digital triggers of specific emotions look like. To make the idea of digital interactions triggering emotions more tangible for CX professionals, this report showcases examples from websites and apps that evoke the top emotions that influence CX globally.

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