The modern concept of marketing is evolving and based on internet technologies. Internet technologies help companies to focus properly in marketing by implementing strategies, creativity and analysis. It is the basis not only for mutual communication and exchange od information, but it also has envolved for the technological and tehnical basis for the creation od new business and economic structures and the creation of virtual models and markets. Small and large companies have access to new technologies that they adopt and thus enable access and business in the global market. The marketing mix occupies one large part of the concept and is identified through the 7P model: product, place, price, promotion, people, processes, and physical evidence. These determinants are key to good business and the foundation for modern marketing strategies.Marketing professionals are people who creatively combine and exercise control over marketing elements. Mobile marketing appears as an added activity of digital marketing strategy, and sometimes as a stand-alone activity. This branch of marketing is evolving day by day. It provides us with a fast way to deliver information that is essential to the implementation of a mobile marketing strategy and also allows us to interact with users and target groups. Nowadays, smartphones are very important for life, for communication, for the needs and desires of all users. The development of smart devices is accompanied by mobile applications. There is an application for all important needs and desires that would make life easier. With the development of mobile marketing, digital or mobile advertising is developing in parallel. This provides a great opportunity for brands to express themselves creatively in the world of advertising. Mobile marketing enables targeted and direct communication between business entities and consumers, since the information that consumers request from business entities is often not perceived as advertising. Finally, some research should focus on merging individual mobile marketing tools to create more coherent promotional messages. The purpose of this paper is to contribute to the understanding of mobile marketing as a direct communication of companies with their consumers and to define more closely the concepts of digital and mobile marketing.