Mobile marketing brings together all the marketing techniques based on the use of mobile terminals including, and mainly, the smartphone. In a wider acceptance, mobile marketing can also be defined as all marketing actions undertaken for individuals in a situation of mobility. It should be noted that tablets are also often considered as mobile access terminals whereas most of their use is not made in a mobility situation, but at home.
The challenges of mobile marketing have developed in proportion to the use of mobile devices. According to a European study conducted by Google in 2015, an average user uses his mobile phone 150 times a day! The number of mobile Google queries globally surpassed those made on computers in September 2015.
In the early days, mobile marketing was essentially based on sending or receiving SMS, but its universe has expanded considerably with mobile or responsive versions of websites and the development of mobile applications that now represent the core of time spent on smartphones.