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BizReport : Email Marketing : December 23, 2014

Constant Contact: SMBs to go real time, win local in 2015

Small businesses have a lot to look forward to in 2015, at least according to one prediction. According to Constant Contact they are seeing trends that point to SMBs taking a real time approach to mobile and winning at local.

by Kristina Knight

"2015 will mark the year that mobile devices will become the marketing tool of choice for small businesses," said Gail Goodman, CEO of Constant Contact. "They will seamlessly create and track their email and social media campaigns right on their mobile devices, while simultaneously reaping the benefits of mobile search. As they see the benefits of creating campaigns 'on-the-go,' the level of marketing that time-starved small business owners conduct on their mobile devices will soar."

To that end, Goodman believes SMBs will invest more in email because of the hinted-at changes to social media channels like Facebook. They'll use email to reach hyper-local customers on their street or neighborhood.

Constant Contact also suggests SMBs will begin using device technology to enhance context, using built-in apps like Google Now or Apple's SIRI to use localized search to engage with consumers looking for a restaurant for dinner or a nearby store to pick up a few things.

But, they don't expect mobile payments to take small businesses by storm.

"While there is a lot of buzz around the transformative potential of Apple Pay™ and Google Wallet™, the reality is that both need adoption by small businesses to be successful. Small businesses account for more than half of all U.S. sales and they are not typically early adopters of new technologies," writes the company. "[until] customers start demanding the convenience and added security of mobile payment services, or the impact of the pending late 2015 mandate shifting the liability for fraudulent credit card purchases from the card issuer to the merchant is felt, small businesses will stick with the payments methods they currently have."

Image via Shutterstock

Tags: Constant Contact, email marketing, small business trends, SMB email

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