UDC 339.138
Authors
A. V. Khramova,
Candidate of Economic Sciences,
Associate Professor of the Department
Commerce and Commercial Affairs,
Synergy University,
Moscow, Russia
A. Anisimova,
Member of the Temporary Scientific and
Creative Group, Synergy University,
Moscow, Russia
Abstract
Relevance. Mobile marketing is a multi-channel digital marketing strategy, a set of Digital activities aimed
at promoting products and services through the use of cellular communication capabilities. In this way, the
target audience is reached on smartphones, tablets and/or other mobile devices via websites, email, SMS and
MMS, social networks and applications. It is in the context of high market volatility and reduced purchasing
power that we see an increase in user activity in mobile commerce. This is due to the fact that people are beginning
to look for favorable offers, monitor prices, and it is most convenient to do this by picking up a phone or
tablet. Mobile devices are a source for research, buying, and interacting with companies and doing business.
As shoppers increasingly use mobile devices for future purchases, the right mobile marketing strategy can
lead to a direct increase in revenue.
The purpose of the work. To explore modern mobile marketing tools.
Result. To succeed in the mobile space, companies need to use marketing strategies that are specifically
designed for this environment, taking into account the unique preferences of mobile users. The authors argue
that one of the main priorities of a mobile marketer is to collaborate with the most advanced automated tracking
and analytics solutions. With the growth of the market for various gadgets, such a direction of mobile marketing
as marketing through mobile applications begins to develop. Mobile marketing is unique in that consumers are
available in real time right where they are. Internet users search and browse the websites of the companies they
need on their phones much more often than through personal computers. In addition, more and more sales are
made from mobile devices, so they are important tools for implementing a marketing strategy.
Keywords
mobile marketing, M-commerce, mobile applications, mobile devices, sales increase.
