Mobile Isn’t Just About Marketing

When we talk about mobile, it’s often about how we can leverage it to market offers that connect with our customers and drive engagement or sales.
The other day, I had someone call me for advice and he was interested in leveraging mobile in his business-to-business-focused company that optimized shipping/boxing for small- to medium-sized companies.

He was unclear on how to use mobile to market to other businesses that might be interested in his company’s services and was sort of skeptical that mobile really could even work for B-to-B companies.

I asked him a simple question: “What problem are you trying to solve or are you using mobile for mobile’s sake?”

He was sort of confused for a second and asked if I could clarify. I explained that he gave off the impression that he didn’t really know why he was interested in using mobile in his business other than that people are talking about it.

You see, just like this gentleman, you need to determine what you’re trying to accomplish and then see if mobile could help you achieve that goal. Mobile may not always be the answer. Yes, the mobile guy just said that mobile will not always be the answer.

The most unique aspect of mobile is its utility. When it comes down to it, mobile can do, and be, a lot for your business that doesn’t involve marketing. You just have to approach it strategically and not tactically to start to see it this way.

Don’t jump to tactics. Trust me, you won’t find success that way.

The most successful uses of mobile are ones that are so seamless that your customers even forget they are using a mobile device.

Because mobile threads through all of our daily experiences, you should look to use mobile to help solve a business problem or eliminate inefficiencies.

Greg Hickman is a mobile marketing consultant, founder and host at, a mobile marketing talk show, resource and community where he's interviewed mobile marketers from brands such as CNN, JetBlue and HipCricket.
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