In the conditions of constant growth of mobile technologies and their integration into everyday life, brands strive to use mobile devices as the main channel of interaction with the audience. Mobile marketing is an effective tool for improving the user experience and strengthening customer loyalty. The role of mobile marketing in improving the user experience is argued, focusing on personalization, convenience and speed of access to products and services. Emphasis is placed on strategies such as mobile applications, SMS mailings, push notifications and geotargeting, which allow companies to more accurately and timely address the user. Personalized content and offers based on data about customer behavior create a positive experience of interaction with the brand and contribute to its long-term commitment. It has been proven that mobile marketing helps to improve customer service and increase the level of involvement. The ability to receive instant feedback and participate in loyalty programs through mobile devices strengthens the emotional connection between the brand and the consumer. The prospects of mobile marketing and its impact on the competitiveness of companies in various industries are analyzed.