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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223 results in Reports

  • Mobile Marketing
  • 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: 284
  • 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: 111
  • 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.

    • 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: 50
    • 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: 205
    • 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: 93
    • For B2C Marketing Professionals

      Report:Reinvent Customer Relationships With WeChat Mobile

      Leverage The Power Of WeChat's Mobile Ecosystem In China

      WeChat is the largest mobile social app in Asia Pacific. Offering advanced features and services that go far beyond messaging to both consumers and marketers, it dominates Chinese consumers' mobile...

      • Downloads: 142
    • 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: 151
    • 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: 470
    • 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: 76
    • 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: 240
    • 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: 194
    • 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: 154
    • 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: 351
    • 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: 316
    • 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: 447
    • 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: 202
    • 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: 619
    • 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: 8
    • 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: 147
    • 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: 685
    • 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: 875
    • 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: 770
    • 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: 1261
    • 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: 1439