Abstract. The article examines the economic content of mobile marketing as a new effective tool for promoting goods and services of enterprises, the peculiarity of which is the establishment of interactive contact with the target audience beyond spatial restrictions. The advantages of mobile marketing are revealed, distinguishing it favorably from other types of marketing activities, and the disadvantages are indicated. The authors pay special attention to the potential of mobile marketing in terms of stimulating the sale of goods and services, increasing brand awareness and consumer loyalty to them.