Mobile marketing is any advertising activity that promotes products and services via mobile devices, such as tablets and smartphones. It makes use of features of modern mobile technology, including location services, to tailor marketing campaigns based on an individual's location.

Mobile marketing may include promotions sent through SMS text messaging, MMS multimedia messaging, downloaded apps using push notifications, in-app or in-game marketing, mobile websites, or using a mobile device to scan QR codes. Proximity systems and location-based services can alert users based on geographic location or proximity to a service provider. Mobile advertising targets audiences not so much by demographics but by behaviors; for instance, mobile advertisers may target certain users of one app in hopes their interest may translate to similar products or other applications.

In mobile marketing, the device makes a difference; users of smartphones and iPad tablets may react differently to mobile marketing. For instance, consider how a higher resolution device with a larger screen may be more useful for high-end visual advertising compared to a smaller device.