ABSTRACT
Mobile marketing is marketing that involves the use of mobile devices, including smartphones, tablets and wearables as well as those technologies that incorporate voice interfaces such as Google Alexa and Baidu DuerOS. Mobile technologies and the ways they integrate communication, information and entertainment have radically transformed the way consumers interact with products and services. Mobile communication technologies represent a seamless bridge between the consumer’s physical and virtual worlds, which removes the restrictions of a fixed place and enables direct access to context information with little or no mediation. The features of mobile technology introduced by built-in sensors provides a more authentic and engaging experience to customers. Mobile applications are software applications designed specifically for smartphones and tablets. Mobile pay-per-click is a paid online marketing model that advertisers are increasingly employing to engage consumers. Mobile payments bring different systems for exchanging money using mobile devices.
