author(s)
Rajeev Kumar and Abhimanyu Upadhyay

abstract
The rapid evolution of digital marketing has ushered in a mobile-first era, significantly transforming how businesses connect with consumers. This study explores emerging trends in mobile marketing and evaluates their impact on overall digital marketing effectiveness. Conducted in Meerut district with a sample size of 385 respondents using stratified random sampling, the research adopts a descriptive design to analyze consumer responses to various mobile marketing techniques. Findings reveal that direct messaging platforms like SMS and WhatsApp are highly effective, with 85.98% of respondents positively engaging with promotional content. Mobile app notifications also influence behaviour, as 84.66% of users acknowledge they are prompted to explore or purchase products. Location-based advertisements demonstrate strong impact, with 87.26% reporting influence on their buying decisions. Additionally, 87.79% of respondents prefer interactive marketing formats such as quizzes and videos, indicating a strong shift toward participatory content. The study concludes that mobile marketing when personalized, timely, and engaging plays a pivotal role in shaping modern consumer behaviour. These insights offer valuable implications for marketers aiming to refine their strategies for a mobile-centric audience.