Marketing strategies for SME’s are becoming diverse.  An increasing number of small businesses are adopting “Mobile Marketing”, which is proving to be a highly effective method of improving business. So why does mobile marketing represent just 2-3 percent of current marketing budgets?
The Internet Advertising Bureau (IAB) has found that mobile marketing has continued to expand during the recession, with a 99.2% increase. Mobile advertising in the UK was valued at 28.6m last year. Driven by the huge increase in recent smartphone sales, marketers have identified mobile as an extremely important tool for generating revenue. The SME’s that successfully incorporate mobile marketing into their campaigns will maximise communication potential with customers, and have a real competitive advantage.

Let your fingers do the talking

 Ultimately, the plethora of new mobiles and technology has redefined the way we connect with businesses. The mobile marketing sector is defined by interaction – consumers are able to share, connect, comment and create. It also provides a highly personalised consumer experience – one size does not fit all. Campaigns which strongly reflect the particular brand they represent are successful, as each business has its own target audience. Nike fans were recently encouraged to design their own trainers. The sportswear company encouraged customers to take pictures with their camera phones of colourful subjects they liked, such as graffiti or clothing. By sending this multimedia message to Nike, their new shoes are customized to the dominant colours in their image.

SME’s can also accurately measure their customer’s real time responses.  They can therefore shape the content they offer to be relevant and timely.  Similarly, “Geo targeting” offers services based on the exact location of customers, using GPS technology.  All of these aspects of mobile marketing allow businesses to analyse and measure their customer’s consumption habits and adapt accordingly. UK firm Sendster has launched a low cost mobile marketing system for SME’s.  The tool was designed specifically for UK businesses who employ 10 people or less, allowing them to notify customers of last minute offers, events and other marketing opportunities. This tool allows small businesses to capitalize on every opportunity to generate income. Sendster says that there are many user scenarios for the service. For example, a local restaurateur could send out a two-for-one text offer to people who they know are genuinely interested in their business.

Google has also announced the launch of a mobile campaign. The new features for mobile apps and ads allow businesses to advertise in apps that allow the user to search for information.  “Custom Search Ads” will also help app developers earn more money to fund their apps and grow their businesses on mobile” says Surojit Chatterjee, Google’s senior product manager. It also ensures users will reach relevant answers to their search.  In addition, for users who share their device location, the businesses with a physical location close to the consumer may perform better in AdWords.

Successful examples of mobile marketing campaigns aim for maximum reach, build a sustained interaction with the customer and always link back to the brand, and its values. So why wouldn’t SME’s want to join this growing trend? With millions of consumers just a click away, mobile marketing is becoming essential for businesses, however big or small. It’s in your hands!