Volume 2 - Issue 1, January - February 2026

The rapid advancement of smartphone technology, high-speed internet connectivity, and the widespread use of mobile applications have significantly transformed the marketing landscape. In 2025, mobile marketing has evolved beyond traditional SMS promotions to include artificial intelligence–driven personalization, social commerce, location-based marketing, influencer-driven content, and data analytics. The objective of this study is to understand the concept of mobile marketing, examine recent trends in mobile marketing in 2025, analyse the influence of mobile marketing on consumer behaviour, and identify the challenges associated with mobile marketing practices. The study is based on primary data collected through an online questionnaire using convenience sampling. 100 valid responses were selected for analysis. Statistical tools such as percentage analysis, Friedman ranking analysis were applied . The findings reveal that personalized mobile advertisements, social media marketing, and mobile payment integration significantly influence consumer purchase decisions. The study concludes that mobile marketing plays a crucial role in shaping consumer engagement and brand loyalty in the digital era.

Dr.Geetha R, Ms.Prarthana C S,"A Study on Mobile Marketing Trends in 2025 and Their Influence on Consumer Behaviour" International Journal of Advanced Multidisciplinary Research and Educational Development, V2(1): Page(1003-1007) Jan-Feb 2026. ISSN: 3107-6513. www.ijamred.com. Published by Scientific and Academic Research Publishing.