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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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