UDC 339.138


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


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.


mobile marketing, M-commerce, mobile applications, mobile devices, sales increase.