Mobile Marketing 2.0: State of the Art and Research Agenda

Unnati Narang, Venkatesh Shankar

Research output: Chapter in Book/Report/Conference proceedingChapter


Mobile marketing, the two-or multi-way communication and promotion of an offer between a firm and its customers using a mobile medium, device, platform, or technology, has made rapid strides in the past several years. Mobile marketing has entered its second phase or Mobile Marketing 2.0. The surpassing of desktop by mobile devices in digital media consumption, diffusion of wearable devices among customers, and an overall integration and interconnectedness of devices characterize this phase. Against this back-drop, we present a synthesis of the most recent literature in mobile marketing. We discuss three key advances in mobile marketing research relating to mobile targeting, personalization, and mobile-led cross-channel effects. We outline emerging industry trends in mobile marketing, including mobile app monetization, augmented reality, data and privacy, wearable devices, driverless vehicles, the Internet of Things, and artificial intelligence. Within each extant and emerging area, we delineate the future research opportunities in mobile marketing. Finally, we discuss the impact of mobile marketing on customer, firm, and societal outcomes.

Original languageEnglish (US)
Title of host publicationMarketing in a Digital World
EditorsAric Rindfleisch, Alan J Malter
PublisherEmerald Group Publishing Ltd.
Number of pages23
ISBN (Electronic)9781787563391
ISBN (Print)9781787563407
StatePublished - Sep 19 2019

Publication series

NameReview of Marketing Research
ISSN (Print)1548-6435


  • advertising
  • app
  • Mobile
  • personalization
  • platform
  • promotions
  • retailing
  • shopping
  • technology

ASJC Scopus subject areas

  • Marketing


Dive into the research topics of 'Mobile Marketing 2.0: State of the Art and Research Agenda'. Together they form a unique fingerprint.

Cite this