Firms' marketing yet to turn mobile-friendly

Freelance marketers wanting their customers to ‘go mobile’ for the business’s advertising, promotions and website appear to have a challenge on their hands, despite the client probably acknowledging the medium’s importance.

According to research for Pitney Bowes, small and mid-sized firms appear to be waking up to the value of mobile marketing, with half of such businesses saying that catering for smartphone users forms “part of their activity.”

But seeming to indicate “there’s some way to go” to make SMEs’ marketing completely mobile-friendly, less than 10 per cent of the employers have their current website “optimised” for smartphone users.

That’s not to suggest that the online world is being lost on bosses, however. According to the research, email marketing and Facebook feature in the top five most popular methods for their non-traditional marketing.

“However, with access to the internet via mobile expected to top that of a fixed line by next year, they’re on the back foot with mobile,” the research authors reflected.

In line with the claim, the bosses indicated that having a “mobile optimised website” was only ranked 15th out of 22 different marketing activities, with print advertising ranked first – the most important. Mobile payments were further down the list – 19th.

“There is a perceived barrier that mobile marketing is expensive, difficult and therefore reserved for large corporates or savvy marketing agencies,” said Ryan Higginson, a vice president at Pitney Bowes.

“That’s simply not the case and smaller businesses are missing a huge trick in believing this. There are digital marketing tools that are low-cost, quick to implement and easy to use.”


21st May 2013

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