Mobile devices have become an integral part of our daily lives and are increasingly utilized to achieve various digital marketing objectives. The widespread adoption of smartphones, in particular, has led businesses to pivot toward mobile marketing strategies as a new marketing channel. On the other hand, although having an excellent product, an attractive price and a sustainable distribution network are important for goods and services to meet consumers effectively, it is also critical for businesses to know how to approach customers with these goods and services. In this context, mobile marketing emerges as a significant communication tool in promotional activities and provides strategies that influence purchasing decisions. Through mobile devices, marketing managers leverage contextual, temporal, environmental, and social factors to anticipate changes in consumer behaviors. Mobile marketing not only facilitates effective communication for businesses to achieve their strategic goals but also offers the capacity to engage directly with the target audience. The changes occurring in mobile marketing strategies impact both marketing practices and consumer behaviors. In this regard, the study presents a review of the literature concerning the conceptual foundations of mobile marketing and offers recommendations to managers for gaining a sustainable competitive advantage.