What is the term for marketing that utilizes wireless handheld devices?

The term that specifically refers to marketing practices that utilize wireless handheld devices is mobile marketing. This form of marketing takes advantage of mobile technology, including smartphones and tablets, to reach consumers directly through various digital channels such as apps, SMS, and mobile websites.

Mobile marketing is distinct because it focuses on the unique characteristics and behaviors of mobile device users. This includes targeting promotional messages based on location data, facilitating consumer interactions through apps, and taking advantage of features such as push notifications.

While wireless marketing could broadly apply to any marketing that occurs over wireless networks, it does not specifically encapsulate the broader range of tactics and strategies that mobile marketing entails. Digital marketing serves a larger scope that includes various online platforms but is not confined to mobile devices. Internet marketing is similarly expansive and focuses on activities that take place online rather than specifically on handheld devices. Thus, mobile marketing is the most precise term in this context, highlighting its focus on the use of mobile technology.