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Small Businesses Gearing Up for Mobile Marketing, Slowly

May 3, 2012
  |  13,275 views

Small businesses that were early adopters of mobile marketing have begun to earn tangible returns on their mobile investments, according to a study by Web.com. Even so, most small businesses haven't embraced mobile marketing yet.

Among surveyed owners of small businesses (companies with fewer than 100 employees), fully six in ten (60%) have a Web presence, but few have a mobile Web presence: 

  • 26% have a mobile-friendly website (the same layout and content as standard site adjusted to suit a smartphone screen).
  • 14% have a stand-alone mobile website (content and layout designed specifically for mobile purposes). 


Even so, more than two-thirds (69%) of small business owners strongly agree (39%) or agree (30%) that mobile marketing is crucial to their growth over the next five years.

Moreover, among those 14% of small business owners with a mobile presence, 84% say they have generated increases in new business activity due to their mobile marketing efforts.


Below, additional findings from Web.com's Small Business Mobile Survey, conducted by Lab42 Market Research.

Mobile search strategies are lacking 

Despite rapid increases in mobile search volumes, 61% of small businesses do not have a mobile search strategy (in order to be found via mobile device). 


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