Mobile marketing encompasses all marketing strategies that leverage mobile devices, particularly smartphones. More broadly, it also includes marketing activities targeting individuals on the go. Tablets, while often considered mobile devices, are primarily used at home despite their potential portability. The importance of mobile marketing has grown alongside the rise of mobile devices. According to a 2015 Google study, the average person checks their phone 150 times a day. In September 2015, the number of Google searches on mobile devices surpassed those performed on desktop computers worldwide.

In its early days, mobile marketing was mainly limited to sending and receiving SMS messages, but it quickly expanded with the advent of mobile or responsive website versions, as well as the development of mobile applications, which now occupy the majority of smartphone usage time. The main approaches and applications of mobile marketing include: optimizing websites and mobile applications for mobile devices, advertising on these platforms, geolocation features for points of sale, SMS, push notifications from mobile applications, geolocation applications for mobile devices, applications dedicated to cars and connected objects in motion, advertising displayed on smartphones, mobile application promotion techniques and ASO (App Store Optimization), mobile integration at the point of sale, the use of social networks primarily accessed on mobile devices, addressing specific challenges, and more.

A mobile marketing barometer is available on this site, offering a detailed overview of application promotion techniques on app stores. It highlights the evolution of mobile application marketing in 2016.