MOBILE MARKETING: THE EFFECTIVENESS OF MOBILE APPS AND IN-APP ADS TO ENGAGE CONSUMERS

Introduction. Mobile devices have become an integral part of the daily lives of millions of people, who use them for communication, access to information, entertainment, and shopping. Mobile marketing, particularly mobile applications and in-app advertising, is becoming increasingly important for businesses as it enables them to effectively attract and retain consumers. The relevance of studying the effectiveness of mobile applications and in-app advertising for attracting consumers is driven by the need to understand how these tools can be used to boost sales and enhance customer interaction. Purpose. The purpose of the article is to determine the effectiveness of mobile marketing through mobile applications and in-app advertising for attracting consumers. The main objectives of the study are to identify the most effective types of mobile applications for attracting consumers, evaluate the effectiveness of various formats of in-app advertising, examine the impact of mobile applications on consumer behavior, and identify prospects for the development of mobile marketing. Materials and Methods. The materials of the study include scientific articles and research in the field of mobile marketing, as well as case studies of successful examples of using mobile applications and in-app advertising to attract consumers. The research employed the following scientific methods: theoretical generalization and grouping (to characterize the components of mobile marketing and the functions of mobile applications and in-app advertising for attracting consumers, as well as to identify types of mobile applications and advertising formats for analysis and evaluation purposes); formalization, analysis, and synthesis (to construct a schema for forming marketing information about user interaction with mobile applications and in-app advertising within the system of consumer behavior); logical generalization of results (to formulate conclusions). Results. The results of the study showed that mobile applications offering unique and useful content or functionality have a higher level of consumer engagement, such as shopping apps, social networks, and games. In-app advertising that is organically integrated and does not interfere with the user experience is more effective. Native advertising and rewarded advertising, such as for watching videos, demonstrate high engagement levels. The use of mobile applications significantly impacts consumer behavior, increasing their loyalty and purchase frequency. Discussion. The prospects for the development of mobile marketing include further improvement of advertising personalization technologies, expanding the use of artificial intelligence to analyze consumer behavior and automate marketing campaigns, as well as integrating new functional capabilities into mobile applications to more effectively attract and retain consumers.