Summary: Smaller US companies are blending email and social channels with mobile marketing.
An increasing number of smaller businesses are incorporating social and email channels in to their mobile marketing strategy.
This is according to a new poll of companies in the US carried out by marketing tool provider Constant Contact for eMarketer, which found seven in ten respondents from small organisations have used mobile technology for both types of marketing.
Almost three-quarters (73 per cent) of firms also disclosed they rely on mobile to launch social media campaigns, while 71 per cent said the same for email marketing.
In addition, 44 per cent stated they use the mobile channel to advertise through social platforms and 34 per cent claimed to own a mobile-optimised website.
This counteracts recent research from Pitney Bowes that indicated not enough smaller companies are recognising the benefits of mobile. Indeed, the customer communications organisation said only eight per cent of small organisations have their own website optimised for use on mobile phones.
Of the one-third of small business questioned by eMarketer that said they boast an optimised platform, 70 per cent noted they have made extra effort to ensure these sites function well alongside social media.
Select features implemented across the websites included a responsive menu (44 per cent), individual product listings (40 per cent), videos (39 per cent) and location-based services (20 per cent).
It was also revealed that more than half of firms that have yet to use mobile technology for marketing purposes explained their inactivity is a result of the fact there is a lack of customer interest in mobile communications.
Meanwhile, 47 per cent said they haven’t got around to rolling out mobile payment options simply because their target audience hasn’t expressed a need for it.
According to eMarketer, “just because small business’ customers are not giving voice to a demand for mobile technology, [that] doesn’t mean that it isn’t there”. The research firm suggested that businesses – and small ones in particular – can damage their returns on investment by failing to accommodate the needs of mobile users.
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