PROBLEMS AND CHALLENGES OF MOBILE MARKETING IN RECENT ERA

Mobile marketing has emerged as a dominant force in the digital landscape, driven by the exponential rise insmartphone usage and mobile internet penetration across the globe. As consumers increasingly rely on mobile devicesfor communication, entertainment, shopping, and information access, businesses are compelled to adapt theirmarketing strategies to effectively engage this mobile-first audience. Despite the immense potential of mobileplatforms, marketers face a wide array of problems and challenges in leveraging them optimally.This paper critically examines the evolving landscape of mobile marketing, highlighting both opportunities andconstraints faced by marketers in the current era.