Mobile marketing is one of the cure areas of digital marketing aimed at attracting and retaining the target audience through mobile devices: smartphones and tablets. To achieve this, apps, websites, social networks, notifications, geolocation services, and other mobile marketing trends are used. Examples of mobile marketing include push notifications offering discounts from nearby restaurants, SMS transaction confirmations from banks, and personalized recommendations in online stores based on recent views. For marketers, agencies, and businesses, the importance of mobile marketing cannot be overstated. In 2025, it will not be an “additional tool,” but the foundation of digital marketing.
Why is it important to differentiate between mobile and desktop advertising?
Over the last 10 years, the smartphone user base has expanded by about 4–4.5×. As of 2025, this figure will reach 4.69 billion users (for comparison: 1.01 billion in 2014).
From 2015 to 2025, the global share of mobile internet traffic increased from 35% to 65%, and mobile marketing trends continue to grow.
Mobile and desktop advertising differ by more than just device format.
| Metric | Mobile advertising | Traditional digital advertising |
| Devices | Smartphones, tablets | PCs, laptops |
| Accessibility | Always-on | Stationary |
| Interaction with ads | Fast, “here-and-now” | Slower, more “analytical” |
| Ad formats | Apps, SMS, push notifications, geolocation, new technologies in mobile marketing | Banners, email newsletters, contextual advertising, websites |
| User age | 18-34 (28% of Gen Z use only mobile devices) | 34-65, especially effective advertising for the 45-54 age group |
| Targeting accuracy | High — geodata, personalization (key mobile marketing trends) | Medium — indicators depend on search history, user profile |
| Ad metrics | Lower CPC, higher conversion | Higher CPC, lower conversion |
Mobile and desktop usage statistics
In 2025, mobile marketing became dominant, accounting for approximately 63% of global web traffic.
- Social networks account for 25% of all digital media consumption, which is mainly accessed via mobile devices.
- In some African countries, mobile traffic exceeds 80%.
- In 2023, about 50% of payment transactions were made via Apple Pay, Google Wallet, and PayPal.
- 60% of total online time users spend consuming video content.
- On average, users check their smartphones 205 times a day (USA).
- Gen Z users (ages 10-27) spend 6+ hours a day on mobile devices (83% of their digital time)
- In 2025, spending on mobile ads will exceed $216 billion.
The importance of mobile marketing is undeniable, and mobile marketing trends are shaping new approaches to customer communication, with mobile advertising becoming the number one digital channel for implementation.
Key mobile advertising metrics
Mobile advertising is measured by a set of KPIs (key performance indicators), which allow you to evaluate how effective advertising campaigns are in terms of reach, engagement, cost, behavioral metrics, conversion, and monetization.
These metrics can be divided into “universal” and “mobile-specific.”
Universal:
- Impressions — how many times the ad was shown
- CTR (Click-Through Rate) — the percentage of clicks on a link relative to the number of impressions; a basic metric to assess creatives
- CPC (Cost per Click) — the cost of one ad click
- CPA (Cost per Action) — the cost to drive one target action (sign-up, purchase, subscription)
- CPI (Cost per Install) — the cost of one app install
- CTI (Click to Install) — the share of users who installed the app after clicking
- ARPU (Average Revenue per User) — average revenue per user
- eCPM (Effective cost per mille) — revenue from 1,000 ad impressions
Mobile-specific:
- Fraud Detection — the level of fraudulent installs
- VTR (View-Through Rate) — the percentage who finished the ad (100% view-through)
- LTV (Lifetime Value) — the projected revenue from a user for the entire duration of interaction
Tech4you.io will help you navigate and professionally set up digital mobile marketing. We offer rental advertising accounts on Google Ads, Meta, TikTok Ads, and other advertising platforms and help you take into account the latest mobile marketing trends.
The importance of optimizing a website for mobile versions
According to statistics, 70% of users leave a site when it loads poorly or displays incorrectly on a mobile device.
Lack of proper mobile optimization across devices can cost you traffic and audience.
Google uses mobile-first indexing — in search, a website is evaluated primarily based on its mobile version. Therefore, without high-quality adaptation for smartphones, any new technologies in mobile marketing loses its effectiveness.
Summary of major trends in mobile marketing
In 2025, the following mobile marketing trends are gaining popularity:
- AI-driven optimization and personalization
- Short videos and POV content
- AR and VR integrations as new technologies in mobile marketing
- Gamification
- Mobile payments as essential importance of mobile marketing from a sales perspective
- Interactivity and instant interaction
In 2025, digital mobile marketing will have established itself as the main digital-channel, and mobile marketing trends will continue to grow.
Tech4you.io understands the importance of mobile marketing and offers a full cycle of professional support to promote your advertising via agency advertising accounts on 15+ ad platforms.
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