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CEO: Patience Not Aggression Equals Success

Usually, we look to those with experience and a lot of hours on their belts for the advice that will get us on the right track. However, sometimes it seems that the people that have very little experience do actually know what they are talking about. What I am referring to is a bit of advice that was given by a brand new company, that buys and sells used smartphones, called Mobixa in an interview with The L.A. Marketing Examiner. Mobixa’s CEO, David Safai, explains that when it comes to marketing a business in today’s mobile world, aggression is most certainly not the key aspect, but instead patience and strategy will see results.

In the interview, Safai explains:

“Mobixa, LLC is a small company that began in mid 2012 from our parent company, IMC, which has been around for over 15 years. I got into the wireless industry in 1996 working from my parent’s basement buying and selling old cell phones to people in South America since many are on a waiting list to get one.”

After explaining just where his company came from, and how new to the world of big business Mobixa actually is, Safai continues on to explain how he was talked out of aggressive marketing tactics. Here is what he stated in the interview with the L.A. Marketing Examiner, as reported in their article:

“Originally I wanted to be aggressive with our marketing and play these Internet ads three times a week. However, our team advised us that we don’t want to overwhelm the consumer and eventually they’ll get to the point of hearing from them. The advice was the exact opposite of what I was expecting to hear, but I learned that if you just educate people, in time they’ll come to you.”

Now, although this company that buys and sells old smartphones is probably no big news to most readers, the advice that the CEO, David Safai received could be exponentially valuable. Mobixa is just one of many companies today that is starting to realize that by overwhelming consumers with advertising and shoving too much content in their faces, marketers are accomplishing just the opposite of what they had intended in the beginning. In the case of mobile specifically, the industry is still far too young for marketers to be bombarding mobile consumers with the amount of marketing content that is being thrown at them.

Mobile marketing should instead, according to the advice that Safai received, be approached with a patient mindset. Marketers should strategize and find the most effective way to market to mobile consumers without overwhelming them, and over time a response to these marketing efforts will be seen. To be aggressive in marketing has always been viewed as a good thing in one way or another, but according to Safai’s marketing team, the best way to see results is through patience, which may be a problem for those businesses that do not necessarily have the time to wait it out.


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Pesach Lattin
Pesach Lattin
Pesach "Pace" Lattin is one of the top experts in interactive advertising, affiliate marketing. Pesach Lattin is known for his dedication to ethics in marketing, and focus on compliance and fraud in the industry, and has written numerous articles for publications from MediaPost, ClickZ, ADOTAS and his own blogs.

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