Mobile devices have become a part of every person's existential needs. Everyday advancement in the development of mobile technologies is becoming increasingly needed to adapt business and marketing activities. Customizing mobile sites, building mobile commerce (m-commerce), banking services and mobile payment is one of the conditions for a successful business today. Finding new consumers has facilitated through mobile devices and the technology as well tools provided by nowdays smartphones. Various advertising opportunities are available through smartphones, by using location technology, mobile apps and social networks. There is an increasing number of ad formats that adjust to the mobile device display in order to attract the attention of the users. Mobile applications and social networks play an important role in mobile marketing. It is important to emphasize that mobile marketing has a strong impact on business improvement and revenue growth and in this respect it becomes the most powerful tool for building a marketing strategy for the company.