Mobile Marketing is far more advanced and beneficial than traditional methods of marketing. The biggest difference is that you have information on the user you are targeting. This is vital because you can target your advertising based on demographic, location, device etc.
If you are looking to market your app I suggest you read up on some basics first. Here is a presentation on Mobile Marketing 101. You can also try an App Insight report by InMobi which will give you insights and tips on marketing your app.