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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229 results in Reports

  • Mobile Marketing
  • For B2C Marketing Professionals

    Report:Master Your Mobile Loyalty Moments

    Continuous Improvement: The Customer Loyalty Playbook

    Today, consumers rely on their mobile phones and tablets as information, entertainment, shopping, and life companions. They expect they can get what they want in their immediate context and moments...

    • Downloads: 998
  • For B2C Marketing Professionals

    Report:The Internet Of Things Redefines Brand Engagement

    Connected Objects Will Deliver The Brand Experience Of The Future

    Despite the hype around the dozens of billions of connected objects to appear in the next five to 10 years, the internet of things (IoT) seems to open up more business opportunities in the industrial...

    • Downloads: 228
  • For B2C Marketing Professionals

    Report:Craft A Maturity-Based Mobile Strategy

    Strategic Plan: The Mobile Marketing Playbook

    Mobile is hot. As is the case with most hot technologies, marketers often adopt strategies that are aggressive for their level of mobile marketing maturity and prioritize the seductive technology...

    • Downloads: 874
  • For B2C Marketing Professionals

    Report:Apply Immediacy, Simplicity, And Context

    Processes: The Mobile Marketing Playbook

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

    • Downloads: 2068
  • For Customer Insights Professionals

    Report:Brief: Measure Your Mobile Marketing Performance

    Successful Chinese Firms Match Customers' Activities Across Mobile Campaigns

    Mobile has become the most powerful channel for customer engagement and commerce in China; spending on mobile advertising is rising far faster than ad purchases on traditional media. Chinese...

    • Downloads: 48
  • For B2C Marketing Professionals

    Report:Advance Through The Stages Of Mobile Maturity

    Road Map: The Mobile Marketing Playbook

    This report provides a road map for B2C marketers who are responsible for mobile marketing. As consumer mobile adoption balloons and hardware, software, and interfaces evolve, marketers must keep up...

    • Downloads: 1872
  • For B2C Marketing Professionals

    Report:Score Your Mobile Marketing Maturity

    Assessment: The Mobile Marketing Playbook

    Marketers are finally adapting to the brave new world of the mobile mind shift — but not at the same pace. While mobile budgets are increasing, the majority of B2C marketers are still in the early...

    • Downloads: 717
  • For B2C Marketing Professionals

    Report:The Path To Mobile Marketing Mastery

    Executive Overview: The Mobile Marketing Playbook

    Many marketers realize customers are mobile-dominant today, but few recognize the bigger picture: the ballooning numbers of customers who have undergone what Forrester calls the mobile mind shift —...

    • Downloads: 886
  • For B2C Marketing Professionals

    Report:Beyond ROI: Showcasing The True Impact Of Mobile Marketing

    Business Case: The Mobile Marketing Playbook

    Mobile phones are ubiquitous, but the same cannot be said for sophisticated mobile marketing strategies within organizations. It's a classic chicken-or-egg problem: Marketers can't build a strong...

    • Downloads: 858
  • For B2C Marketing Professionals

    Report:The State Of Mobile Marketer Tactics: 2016

    Benchmarks: The Mobile Marketing Playbook

    Marketers can leverage many different tactics from native apps to responsive web design (RWD), augmented reality, or beacons to engage consumers. They often lack an understanding of how their peers...

    • Downloads: 115
  • For B2C Marketing Professionals

    Report:Marketing Strategy For The Mobile Mind Shift

    Vision: The Mobile Marketing Playbook

    Customers are in the midst of a mobile mind shift. They're not interested in your messaging and logos. They want utility, and they want it now. They expect any information or services they want in...

    • Downloads: 1641
  • For B2C Marketing Professionals

    Report:TechRadar™: Mobile Marketing, Q1 2016

    Tools And Technology: The Mobile Marketing Playbook

    Mobile has moved beyond its designation as a channel to a full-blown catalyst for digital business transformation. Mobile moments are the new battleground to win, serve, and retain customers. With 30...

    • Downloads: 182
  • For B2C Marketing Professionals

    Report:Brief: Mobile World Congress 2016 — A Marketer's Lens To See Beyond The Hype

    This year's Mobile World Congress (MWC) tagline was "Mobile Is Everything." The event brought in 100,000 attendees, including 4,500 CEOs and a growing number of CMOs and marketing leaders. Most...

    • Downloads: 129
  • 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: 492
  • For B2C Marketing Professionals

    Report:Become Agile To Improve Your Mobile Approach

    Continuous Improvement: The Mobile Marketing Playbook

    By now, most marketers have spent time and money launching branded apps, mobilizing their websites and campaigns. However, mobile is continuing to evolve extremely rapidly and is now transforming the...

    • Downloads: 582
  • For B2C Marketing Professionals

    Report:2016 Mobile And App Marketing Trends

    Integrating Mobile In Your Strategy As A Key Brand Differentiator

    More than 50% of searches are happening on a mobile device and US consumers spent more time with mobile apps than watching TV in 2015. In India, Flipkart — the largest eCommerce player — has...

    • Downloads: 492
  • For B2C Marketing Professionals

    Report:Make The Most Of Analytics To Meet Your Mobile Objectives

    Performance Management: The Mobile Marketing Playbook

    Mobile's share of web traffic is accelerating dramatically and now is over 40% in several countries. For some companies, including many in media, more than half of all visits come via mobile devices....

    • Downloads: 1056
  • For B2C Marketing Professionals

    Report:Organize For Mobile Marketing Success

    Organization: The Mobile Marketing Playbook

    Almost half of marketers openly state mobile services are a scaled-down version of their online initiatives. Instead of leveraging mobile as a way to transform the offline experience, marketing teams...

    • Downloads: 719
  • For B2C Marketing Professionals

    Report:A Marketer's Guide To The Mobile Mind Shift

    Landscape: The Mobile Marketing Playbook

    Your customers are on smart mobile devices. The questions are: how many, what do they expect, and what are they doing? The average US smartphone owner spends almost two hours per day interacting with...

    • Downloads: 1466
  • For eBusiness & Channel Strategy Professionals

    Report:Predictions 2016: The Mobile Revolution Accelerates

    Landscape: The Mobile eBusiness Playbook

    As the mobile mind shift speeds up even more in 2016, consumers' expectations will soar, pressuring you to do better at tapping contextual data to serve them better. More companies will treat mobile...

    • Downloads: 650
  • For B2C Marketing Professionals

    Report:Vendor Landscape: Mobile Engagement Automation Solutions

    Mobile Moments Demand Speed, Speed Demands Automation

    With over 30 billion mobile moments happening each day in the US alone, marketers need automation to deliver against high customer expectations in real time. Vying to help is a new class of vendors:...

    • Downloads: 224
  • For B2C Marketing Professionals

    Report:Toolkit: Mobile Engagement Automation Vendors

    This toolkit supplements the November 5, 2015, "Vendor Landscape: Mobile Engagement Automation Vendors" Forrester report.

    • Downloads: 1
  • For B2C Marketing Professionals

    Report:Brief: Apple's Ad-Block-Friendly Update Is A Wake-Up Call To Advertisers

    What Apple's Ad-Blocking Enablement Means To Marketers

    If you target your consumers through ads on a mobile device, then you need to understand the impact of Apple's recent change in ad-blocking policy with the iOS 9 release. With more than a third of US...

    • Downloads: 78
  • For B2C Marketing Professionals

    Report:Upgrade Your Marketing Plans With Push Notifications And In-App Messaging

    Push notifications and in-app messaging offer new opportunities for marketers to engage their audiences in their mobile moments. But these opportunities for engagement are a double-edged sword: If...

    • Downloads: 273
  • For B2C Marketing Professionals

    Report:Content Marketers Should Use Messaging Apps To Build Long-Term Customer Relationships

    Marketers Miss Depth And Relationship Opportunities On The Path To Purchase

    The Asia Pacific (AP) region is a leader in innovative messaging apps. Apps like WeChat, Line, and KakaoTalk are transforming into digital platforms where users interact and trade, giving marketers...

    • Downloads: 118