Great potential for mobile tech in small business online marketing

Small business owners believe mobile technology has great potential for boosting their online marketing activities, according to a new report.

A US study released by Bank of the West and Harris Interactive revealed 88 per cent of small business owners already use mobile technology such as apps, but nearly six in ten of these require more relevance to their business.

This is especially the case for small business online marketing activities, as respondents to the survey indicated this is the area where mobile technology can potentially benefit their company the most.

Nearly three-quarters said mobile technology will be an important factor in the future success of their small business.

Michelle Di Gangi, who works with small businesses at Bank of the West, said mobile technology providers should create relevant uses to help companies synthesise operations such as marketing and customer relationship management.

"We learned … that while small business owners are not early adopters of mobile technology … they do see its growing importance in the success of their business," she added.

How can mobile tech help small business online marketing?

Small businesses not yet ready to invest in new technology may already have some powerful tools right at their fingertips: their smartphone.

Mobile phones are no longer just a means for being contactable at all times. In the age of social media marketing, it is a handy gadget that allows the user to interact and engage with followers and fans in real time. Furthermore, it makes it easy to respond swiftly to any customer services issues that arise.

Small business online marketing strategies should also consider the fact that smartphone penetration is increasing at a rapid pace. This means that consumers are now expecting businesses to have mobile-optimised sites.

It also means that timing of email marketing messages has become a more complicated science – as it is no longer safe to assume people only check work-related emails during normal office hours. At the same time, email marketing should be tested and checked across devices before it is sent, in order to accommodate the largest group of recipients and make it as easy as possible for them to consume content on their device.

What mobile technologies are you using in your small business?