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BizReport : Mobile Marketing : May 17, 2011


Mobile marketing too "cutting edge" for small businesses

Most small business owners are aware of the various mobile marketing activities available to them but few put them to use, according to the latest Small Business Success Index sponsored by Network Solutions and the University of Maryland.

by Helen Leggatt

While the majority of small businesses are aware of mobile marketing activities such as text messaging (73%) and listings on location-based websites (68%), few are using them or consider them valuable to their business.

Why the low usage? According to the January 2011 Index only 15% of small business owners considered mobile marketing to be "extremely" or "very" valuable to their business and 20% felt it was only "somewhat" valuable.

Obviously these businesses haven't been reading recent statistics surrounding consumer adoption of mobile technology.

The mobile marketing activity currently being used the most by small businesses is a listing on a location-based website (19%) followed by text messaging (9%) and a mobile website (7%).

The reason many small businesses have not yet embraced mobile marketing is because very few (19%) believe it to be a "mature and proven" channel. In fact, over a third (36%) believes mobile is too cutting edge for small businesses or ahead of its time (24%).






Tags: mobile consumption, mobile marketing, mobile retail, small business, text messaging








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  • mobilista

    ...and that is why many of the innovators in mobile marketing don't tend to go for small business owners clients. Same with social media although the stats are growing.

    It's kind of frustrating because if small business don't consider value in mobile marketing, they don't pay for it, then they're not getting the benefits of it because no one is initiating this for them.

  • It's no different then any other form of new media...remember social media when the web 2.0 stuff all came out...email marketing...etc...there is always much rejection when a concept is not fully understood...which is exactly where most small biz owners are. No doubt, if you look at the trend and the #s, mobile marketing is the next giant trend to hit in our life time.





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