The latest gold rush in marketing, hands down, concerns mobile applications (apps, for short).

Whether you carry an iPhone, BlackBerry, Pre, Droid, or a Windows Mobile device, mobile apps can help you do business more quickly and efficiently. The latest wrinkle, of course, is that marketers and Web developers are telling companies of all sizes they need to create a mobile app to promote their business.

While it’s true most business people can benefit from having apps on their handheld device, whether a company needs an app is a more complicated question.

Read the full column at Portland Business Journal