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Are Small Businesses Still Counting on Mobile Marketing?

Are Small Businesses Still Counting on Mobile Marketing?

By    |   Thursday, 14 February 2019 07:36 AM

30.2 million small businesses drive the U.S. economy and provide goods and services across the nation. These 30 million small businesses in America account for 99% of all businesses and 54% of all U.S. sales, says Marla Contreras-Sweet, Small Business Administration Administrator as reported by Blue Corona. This underscores the indispensable nature and roles of the US small businesses.

However, small business owners are faced with a lot of challenges ranging from stiff competitions, unpredictable and turbulent nature of the business environment, constant change in consumer taste and preferences, political and economic instability and especially grappling with new marketing technologies to attract and retain customers.

Smart small businesses tend to fairly utilize mobile marketing to attract and retain customers, as well as boost sales while average small businesses’ growth tend to be a little slow as a result of poor marketing strategies. Now, let’s take a glance on the stats with regards to mobile phone usage and adoption.

In 2019, the number of smartphone users in the United States is estimated to reach 248.68 million and 270.66 million by the year 2022 (Statista).

As of 2019 there are 3.3 billion active smartphone users globally, with China and Asia Pacific forming more than one quarter of the total amount. There are 4,208,571,287 internet users as of January 2019. Asia accounts for almost half of the world’s internet users. An astonishing 61.09% of Asia’s total web traffic comes from mobile devices (vpnMentor).

Advertisers can reach many more users via the mobile phone than via the PC. Globally, mobile ownership and usage far outstrips the ownership of PCs with Internet access. It is estimated that half of the world’s humans now carry a mobile phone, approaching the 4-billion mark, yet Gartner’s latest figures put the number of installed PCs worldwide at only 1 billion units and not all of these have Internet access.

Also, mobile advertising is much more effective than Internet advertising. The average mobile response rate was 2.72 percent. In the case of the most successful campaign, the response rate reached 11.78 percent. The least successful mobile campaign had a response rate of 0.29 percent, which was still three times higher than the average response rate for Internet campaigns (Mobile Marketer).

From a marketing perspective, smartphone users all over the world are potential consumers. Consumer mobile phone adoption offers business owners with ample opportunities to reach, attract and retain customers.

However, the big question is: have small businesses leveraged on mobile marketing? 

  • Reluctance of some businesses to engage in online reviews places limitation on their capacities to attract customers through mobile marketing. Studies show that going from a 3-star rating to a 5-star rating gets a business 25% more clicks from the Google Local Pack. Reviews seem to be among the ways cyber security, Amazon, restaurants, real estate firms and online casino attract and retain customers since it plays an important role in their purchasing decision-making process.
  • It is on record that people spend more time on their mobile phones more than on their desktop. Studies show that mobile devices are used for 75% of the time people spend on social media. Hence, over-reliance on Facebook has led to the inability of some small businesses from reaching customers on other social media platforms.
  • Mobile marketing thrives on service excellence. One major complaint from customers when surfing the internet on a tablet device or smartphone is that some businesses’ website have not optimize for viewing on a smaller screen. This has led to unfriendly user experience and poor customer patronage.
  • Reluctance to outsource mobile marketing tasks is a big issue too. It’s usually easy for some business owners to outsource human resource tasks, website design and App development, yet reluctant to outsource mobile marketing tasks.

What should be done?

Mobile marketing campaigns thrive when there’s service excellence and the also when the customer experience is made the top priority. There are millions of smartphone users who are potential customers. Hence utilizing various social media platforms, optimizing business websites, engaging in online business reviews, outsourcing etc, are some of the ways to benefit from mobile marketing.

Richard Agu is a researcher, entrepreneur and freelancer, passionate about entrepreneurship and self-development. Currently, Richard writes for Entrepreneur.com, Goodmenproject.com, among others. Follow him on Linkedin.com by clicking here now.

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Mobile marketing campaigns thrive when there’s service excellence and the also when the customer experience is made the top priority. There are millions of smartphone users who are potential customers.
mobile, marketing, small, businesses
Thursday, 14 February 2019 07:36 AM
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