Mobile marketing is a multi-channel, digital marketing strategy aimed at reaching a target audience on their smart phones, tablets, and other mobile devices, through websites, emails, SMS and MMS, social media, and mobile applications. Due to the global penetration and adoption of smart phones over the last decade, the number of smart phone users have multiplied several times, thereby creating a large audience for marketers aiming to reach out to the masses through mobile marketing. Smart phones are becoming consumers' primary tool of connecting to the Internet. Digital marketing software allows marketers to provide a range of customer experiences through mobile marketing such as delivery of highly personalized advertisements based on who the customers are and what they do. The software also facilitates a compelling mobile experience for the audience by allowing marketers to send timely, location-relevant messages to customers using beacon and geo-fencing technology. Furthermore, marketers are able to track and monitor mobile app activity and assess audience engagement. Digital marketing software allows marketers to capture maximum audience as the adoption of mobile devices has been growing at an exponential rate, globally. Mobile Internet is the fastest growing internet platform and this trend is set to continue. Therefore, the growth of mobile internet and increased global smart phone usage is projected to drive the digital marketing software market in the coming years.