Mobile marketing strategies have had a big impact on the banking industry. Since more and more consumers use their mobile devices for banking services, mobile advertising has become a crucial component of banks' overall marketing strategies. The purpose of the study was to assess how mobile marketing strategies and various mobile marketing functionalities affect consumers. Overall, a number of variables, comprising security, infrastructure, user experience, demography, regulatory constraints, and competitiveness, affect the effectiveness of mobile marketing initiatives in the banking industry. By taking into account these elements, banks can create efficient mobile marketing plans that satisfy the demands of their clients and keep them competitive in a market that is continually changing. The study's primary objectives of the study are to examine the advantages of embracing mobile marketing. It is a qualitative research that is mostly descriptive. A combination of primary and secondary data will be used in the investigation. A non-probability convenience sampling strategy will be used to choose the sample for gathering the main data. When data from every member of the sample population is unavailable, the non-probability convenience sampling approach should be used. Also, it was impossible to estimate the number of smart phone users in the research region, therefore the precise population frame of mobile phone service customers could not be identified. 200 sample responders will be chosen from the research region as a result.