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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216 results in Reports

  • Mobile Marketing
  • For B2C Marketing Professionals

    Report:Brief: Beyond The Apple Watch Hype — Early Lessons For B2C Marketers

    Run On Smartphones Before You Walk On Smartwatches

    Apple will sell more than ten million Apple Watches and dominate the smartwatch category in 2015. Despite the hype, this will only represent 1% of the 2 billion smartphones' installed base. Should...

    • Downloads: 78
  • For eBusiness & Channel Strategy Professionals

    Report:Your Customers Will Not Download Your App

    Develop A Strategy To Borrow Mobile Moments And Engage Your Customers Effectively — Where They Already Are

    Few eBusiness professionals will see the majority of their customers download their app, nor will they own enough mobile moments to win, serve, and retain their customers effectively. Most apps...

    • Downloads: 199
  • For B2C Marketing Professionals

    Report:Brief: The Power Of Borrowed Mobile Moments

    Engage Chinese Consumers By Borrowing Mobile Moments From Top Chinese Apps

    Marketers are struggling to keep up with Chinese consumers, who have high expectations of their mobile experiences. Mobile moments are the next competitive battleground, but very few brands actually...

    • Downloads: 48
  • For B2C Marketing Professionals

    Report:Boost Contextual Reach With Content Marketing For Mobile

    Marketers Should Federate Contextual Data, Content, And Insights To Power Their Audiences' Mobile Moments

    Skyrocketing smartphone penetration means two things for B2C marketing leaders: 1) Customers spend less time consuming media on PCs and 2) their expectations of media experiences are increasingly...

    • Downloads: 159
  • For eBusiness & Channel Strategy Professionals

    Report:Case Study: Scotiabank Boosts Sales With Targeted Mobile Cross-Selling

    The Bank Has Employed Mobile Messaging, Targeted Offers, And Prefilled Forms To Deepen Relationships With Customers

    Mobile is the new battleground in Canadian retail banking. In 2013, digital executives at The Bank of Nova Scotia — commonly referred to as Scotiabank — looked at the state of mobile...

    • Downloads: 116
  • For Customer Insights Professionals

    Report:Marketers Are Using Data To Fuel Effective Mobile Campaigns

    Learn From Chinese Enterprises Making Effective Use Of Mobile Data To Power Contextual Marketing

    Chinese consumers, who comprise the world's largest mobile installed base, make dynamic use of mobile data in their daily lives. To thrive, organizations in China must excel at leveraging mobile data...

    • Downloads: 102
  • For B2C Marketing Professionals

    Report:The Global Mobile Revolution Is Just Beginning

    Marketers Must Shift From Being "Mobile-First" To Mastering Mobile Moments

    Many B2C marketers have embraced the notion of mobile-first; they are starting to design websites and marketing campaigns with mobile in mind instead of simply retrofitting their approach to mobile....

    • Downloads: 261
  • For eBusiness & Channel Strategy Professionals

    Report:What Banks Can Learn From Retailers' Websites

    Eight Marketing And Sales Tactics That Digital Banking Teams Should Borrow From Their Retail Peers

    Over the past decade, eBusiness and channel strategy teams at many large banks have done yeoman's work in upgrading and improving their public websites. They've made great strides in areas like...

    • Downloads: 225
  • For B2C Marketing Professionals

    Report:Become Agile To Improve Your Mobile Approach

    Continuous Improvement: The Mobile Marketing Playbook

    By now, most marketing leaders have successfully launched a mobile website, and many have an app or two. Even if your mobile traffic is growing exponentially and you've had success with several...

    • Downloads: 397
  • For B2C Marketing Professionals

    Report:Brief: What Marketers Should Take Away From Mobile World Congress 2015

    This year's Mobile World Congress (MWC) in Barcelona brought together 90,000 attendees, including 4,500 CEOs and a growing number of CMOs and marketing leaders. Of course, MWC isn't SXSW or ad:tech;...

    • Downloads: 171
  • For B2C Marketing Professionals

    Report:2015 Mobile App Marketing Trends

    Orchestrate Your Brand Presence, Beyond Your Own Apps, By Borrowing Mobile Moments

    With more than 80% of consumers spending mobile time on apps, brands will continue to place their bets on their own apps to successfully engage with consumers. It's an app world, after all! This...

    • Downloads: 508
  • For B2C Marketing Professionals

    Report:Forrester Research Online Display And Search Marketing Forecast, 2014 To 2019 (Asia Pacific)

    ForecastView Spreadsheet

    Total display and search advertising spending within the five Asia Pacific countries (Australia, China, India, Japan, and South Korea) covered in this forecast is expected to grow at a five-year...

    • Downloads: 7
  • For B2C Marketing Professionals

    Report:WeChat Marketing That Works

    How To Engage With Chinese Consumers On WeChat

    As Chinese consumers spend more and more time on their smartphones and other mobile devices, the mobile messaging platform WeChat has become the most popular social platform in China. Marketing...

    • Downloads: 106
  • 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: 648
  • For Customer Insights 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: 813
  • For B2C Marketing Professionals

    Report:The Path To Mobile Marketing Mastery

    Executive Overview: The Mobile Marketing Playbook

    Today, two-thirds of US online adults use a smartphone, and Forrester predicts this number will grow. Many marketers realize that more and more customers are mobile-dominant, but few recognize the...

    • Downloads: 725
  • 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 question is: how many, what do they expect, and what are they doing? The average US smartphone owner spends over an hour per day interacting with their...

    • Downloads: 1221
  • 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. As a result of their perpetual mobile connections, their expectations have changed. They're not interested in your messaging and logos. They want...

    • Downloads: 1368
  • For B2C Marketing Professionals

    Report:Untangle The Mobile Advertising Vendor Landscape

    Narrow Down Your Options Based On Your Mobile Advertising Requirements

    In a race to be first to market, mobile ad tech vendors today continually emerge, merge, and morph. As a result, marketing leaders can't decipher what vendors can actually do or which to partner with...

    • Downloads: 208
  • For B2C Marketing Professionals

    Report:Organize For Mobile Marketing Success

    Organization: The Mobile Marketing Playbook

    Marketing teams are expanding their use of mobile across functional, geographic, and brand boundaries, and the mobile vendor ecosystem is still fragmented and increasingly convoluted. The result?...

    • Downloads: 568
  • For B2C Marketing Professionals

    Report:Craft A Maturity-Based Mobile Strategy

    Strategic Plan: The Mobile Marketing Playbook

    Mobile is hot. As with most hot topics in technology, marketers may be tempted to adopt strategies that are a mismatch for their level of mobile marketing maturity or to create upside-down strategies...

    • Downloads: 738
  • For B2C Marketing Professionals

    Report:Predictions 2015: Most Brands Will Underinvest In Mobile

    Brands Embracing The Mobile Mind Shift Will Pull Ahead Of Those Treating Mobile As Just Another Channel

    In 2015, marketing leaders who have embraced the mobile mind shift will accelerate spending to create an insurmountable gap between themselves — the industry leaders — and the laggards...

    • Downloads: 486
  • For B2C Marketing Professionals

    Report:Mobile's Untapped Value Is In Contextual Data

    Why Contextual Data Will Improve Your Marketing Beyond Mobile

    As the hub of our offline and online experiences, mobile interactions are a powerful catalyst for contextual marketing. The untapped opportunity in mobile for marketers will be to get an extremely...

    • Downloads: 292
  • For B2C Marketing Professionals

    Report:The State Of Mobile Technology For Marketers, 2014

    Adoption of smartphones is skyrocketing around the globe. Sophistication of consumers' use of those smartphones is likewise climbing — without consumers even noticing it. Mobile is simply part...

    • Downloads: 1186
  • For eBusiness & Channel Strategy Professionals

    Report:Executing End-To-End Mobile Services

    Mobile technologies are tactics — not strategies in themselves. Too often mobile services conversations start with "Let's build an app." Instead, decisions like these should only be undertaken...

    • Downloads: 1308