This article analyses the main aspects of upstream social marketing for the implementation of mobile government (MGov). The methodology of current research is based on the systematic literature review in the fields of MGov and social marketing. According to our findings, most researchers investigated MGov from the side of citizens (consumers) and emphasised the benefits to them while changing their attitudes and behaviours in employing mobile applications. However, as there is a lack of research from the side of governmental bodies, in this paper we were looking for new meanings, attitudes and values from their perspective. Limitations of employment of MGov occur due knowledge gap among decision makers and public policy formers (upstream audience). Therefore, we argue that upstream social marketing for the upstream audience would bring success in faster MGov implementation. Specific social marketing would be mostly valuable on the municipal level that is the closest substance to the society. Thus, in our paper, we emphasise the benefit of the MGov for the local upstream audience and propose possible external marketers as well as the motivating theses based on the 7P of marketing mix (consisting of seven P elements: Product, Price, Place or physical evidence, Promotion, Participants or people, Processes, Political power) for the successful MGov on municipal level. Evolution of mobile technologies influences all public areas in both developing and developed countries. Rapid changes in marketing of mobile technologies have turned to the creation of new abilities in both e-government and e-participation. Connectivity of mobile phone and internet has developed the phenomenon of m-government that fostered transformation of public services [1]. Goyal and Purohit [1], Trimi and Sheng [2], Almarashdeh and Alsmadi [3], Mpinganjira [4] revealed many advantages of mobile government (later in this paper-MGov) such as better and faster availability, more personalization and democracy, real in time dialog, cost effectiveness and simplicity, corruption prevention, emergency response, efficiency, etc.MGov influences improvement of e-government and requires some specific adaptation or rebuilding to mobile applications such as website design, layout, content, etc. The mobile communication is used as a complementary perspective to explain user acceptance of MGov services [5].MGov user base is comprised of all classes of people as it requires little technological knowledge [6]. MGov creates and/or extents the ability for remote citizens to accept public services and public information, as well as functioning to solve their everyday life problems within their municipality or even nationally. New mobile applications lead public servants as well as citizens to learn and innovate in order to participate in a public life.

The article analyses the main aspects of upstream social marketing for implementing of mobile government (MGov). The methodology of current research is based on the systematic literature review in the fields of MGov and social marketing. According to our findings, most researchers investigated MGov from the side of citizens (consumers) and emphasised the benefits to them while changing their attitudes and behaviours in employing mobile applications. However, as there is a lack of the researches from the side of governmental bodies, in this paper, we were contrary looking for new meanings, attitudes and values from their perspective. Limitations of employment of MGov occur due knowledge gap among decision makers and public policy formers (upstream audience). Therefore, we argue that upstream social marketing for the upstream audience would bring the success in faster MGov implementation. Specific social marketing would be mostly valuable on the municipal level that is the closest substance to the society. Thus, in our paper we emphasise the benefit of the MGov for the local upstream audience and propose possible external marketers as well as the motivating theses based on these 7P of marketing mix for the successful MGov on municipal level.