Any marketing activity that uses mobile devices –smartphones, tablets, applications, consoles, smart watches and others– as a communication channel. It is part of the global marketing plan and covers both the design, the implementation and the execution of the actions. The growing use of these devices (in the case of smartphones it is practically universal in countries like Spain) has given rise to this new branch of marketing. They are mobile marketing actions , for example, advertising within an app, sending an SMS or advergaming .
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