Based on the responses to surveys conducted by the Constant Contact Small Biz Council, better than 95 percent of small business owners said they are using mobile technology and social media outlets for marketing purposes. In contrast, less than twenty percent indicated that they use location-based marketing services and strategies.
Mobile marketing is becoming the dominant strategy when it comes to marketing as sixty-six percent of the respondents said they are using mobile solutions (optimized web sites and text message marketing) or Smartphones, tablets, and other mobile devices.
This shift in marketing strategies and approaches, from location-based to mobile, is an indication that business owners understand the value of mobile marketing and are embracing it.
According to Joel Hughes, the senior vice-president of strategy and development at Constant Contact, “It’s encouraging that a majority of small businesses recognize that their customers are relying more than ever on their mobile devices to find information, look for deals and even to make purchases.”
He goes on to say, “…it’s not surprising that they’re leading with two areas where they have a solid track record of success with customer engagement: social media and email.”
Business owners are also beginning to use mobile devices as part of their daily operations, including point-of-sale and business management solutions.
However, about a third of those business owners who participated in the survey said they do not use social media because there is not yet a demand from their customer base, but may begin using these services if the demand arises. Additionally, a small number of business owners indicated they do not use mobile technology because they do not have the time to spare to learn how to use and deploy it.
Mielach, David “Small Business Favors Social Media over Location Marketing,” BusinessNews Daily. May 7, 2013.