Web.com ‘Small businesses consider mobile marketing crucial to growth’.

This article was so timely and amazingly well done, we had to re-post the highlights here. To view the complete article we have provided the link below.
In recognition of national Small Business Month, Web.com announced results of a Small Business Mobile Survey.

  • 69 percent of small businesses consider mobile marketing crucial to their growth in the next five years.
  • It found that while 69 percent of small businesses considered it critical, a majority had not taken full advantage of mobile marketing.
  • 82.2 million of the 234 million U.S. mobile customers use a smartphone. ComScore measures digital marketing.

The seven key findings:

• Key to growth.

Mobile presence is lacking:

  • The 69 percent of the small businesses surveyed who agreed that mobile marketing is a key to their growth said they will consider increasing their mobile spend this year.
  • While 60 percent of small businesses surveyed have a website, only 26 percent have a mobile-friendly website. Such websites have the same layout and content as the standard site but are adjusted to suit smartphone screens.
  • An even smaller percentage, 14 percent, of small business owners have a stand-alone mobile website, in which the content and layout is designed specifically for mobile purposes.

Mobile presence boosts business:

  • 84 percent of small businesses with a current mobile presence see increases in new business activity.
  • 14 percent have a stand-alone mobile website, of which 84 percent indicated that they have seen an increase in new business activity because of their mobile-marketing efforts.

“This alone serves as validation to make the move into mobile for the majority of small businesses that are skeptical to invest in mobile efforts,” it said.

 Mobile search strategies lacking:

  • More than 61 percent of small businesses currently do not have a mobile search strategy. Web.com said they are missing out on consumers trying to find them via a smartphone device.

Serving existing customers:

  • The biggest motivation to embrace mobile is to provide better serve to existing customers.
  • Asked to rank their top motivations to invest in mobile marketing, small business owners indicated their top three motivations were to provide better service to existing customers (38 percent), attract more local customers (36 percent) and gain a competitive advantage (34 percent).

Lack of time and resources:

  • The survey found that 64 percent of small business owners also are acting as their one-person marketing team. “This puts pressure on the small business owner to wear multiple hats and find the time to build a mobile presence besides running other aspects of their business,” it said.

Spending more this year:

  • The survey found that 64 percent of small businesses will spend more on mobile marketing this year. It explained that 64 percent of the small business owners surveyed expressed an intention to increase their mobile investments this year.
  • Another 33 percent indicated that their mobile spending this year will remain the same as last year.

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The survey was conducted online via social networks from April 5-12 among 500 small business owners, defined as those having fewer than 100 employees.Web.com Group provides Internet services and online marketing solutions for small- and medium-sized businesses.

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