“移动营销”（英语：Mobile Marketing），主要是指伴随着手机和其他以无线通讯技术为基础的移动终端的发展而逐渐成长起来的一种全新的营销方式。流动营销的发展依赖并受限于移动终端的发展和普及。

行动行销是移动商务的一部分，它融合了现代网络经济中的“网络营销”（Online Marketing)和“数据库营销”（Database Marketing）理论，亦为经典市场营销的派生，目前为各种营销方法中最具潜力的部分，但其理论体系才刚刚开始创建。

Mobile marketing is marketing on or with a mobile device, such as a smart phone. Mobile marketing can provide customers with time and location sensitive, personalized information that promotes goods, services and ideas. In a more theoretical manner, academic Andreas Kaplan defines mobile marketing as "any marketing activity conducted through a ubiquitous network to which consumers are constantly connected using a personal mobile device".