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 B2C Marketing Professionals

    REPORT: Get Ready To Activate Marketing Campaigns With Mobile Wallets

    Promotions And Loyalty Give Marketers A Head Start

    June 5, 2018 Thomas Husson

    Few marketers in Europe and the US are activating marketing campaigns via mobile wallets today. Expect that to change quickly as these regions mimic China's Alipay and WeChat Pay by applying mobile wallets beyond payments to drive value-added services. This report helps B2C marketers evaluate opportunities to engage consumers through mobile wallets like Apple Wallet and Google Pay, starting with their promotion and loyalty strategies.

  • For B2C Marketing Professionals

    REPORT: Get Emotion Right In Your Brand's Digital Marketing

    Start With Mobile, Chatbots, And Conversational Interfaces

    March 5, 2018 Thomas Husson

    Marketers need to rethink how their brand conveys emotion beyond the confines of TV advertising. Mobile touchpoints like messaging apps and conversational interfaces, such as intelligent agents and chatbots, are the perfect testbed for the new science of emotions. This report shows B2C marketers how to use mobile and emerging interfaces to create more resonant engagement with their customers.

  • For B2C Marketing Professionals

    REPORT: 2018 Mobile And New Technology Priorities For Marketers

    Why Marketers Must Keep Fixing Their Mobile Basics

    February 23, 2018 Thomas Husson

    After this year's Consumer Electronics Show in Las Vegas, we expect themes like the internet of things (IoT), chatbots, intelligent agents (IAs)— especially Google Assistant — and artificial intelligence (AI) to continue to take center stage at Mobile World Congress 2018 in Barcelona. But these innovative events have a downside: They hype a confusing landscape that threatens to distract B2C marketers from foundational mobile investments. Read this report to understand how, in light of these emerging trends, to prioritize mobile in 2018 and beyond.

  • 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.

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