Mobile Marketing Adoption by SMBs
xAd and Telmetrics recently released a Mobile Path-To-Purchase study, conducted by Nielsen, which explored the growing importance of local mobile search. The study determined the top 3 reasons that consumers have for engaging with local mobile ads:
- Locally relevant: the ad is for a business that is nearby and easy to access
- Local offers coupons/promotions: presented with multiple business options, the ad presents a deal that the consumer can't get with the others
- Features a known brand: like any type of advertising, consumers are often drawn to businesses they know and trust
According to a report from Borrell Associates, "2013 Local Advertising Outlook: Get Ready for the Rebound,"U.S. local digital advertising will reach $24.5 billion in 2013, to take a 25% share of total local ad budgets.
Of those who have used mobile advertising, a solid 83% said they were at least somewhat likely to use it again in 2013.
Broken out from online spending, 25% of SMBs planned to increase mobile budgets this year.
A continuous wave of new statistics are illustrating that consumers are increasingly turning to their mobile devices for local information. This was also confirmed by Google in one of its announcements that as much as 50 percent of mobile search via its platforms is for local information.
Mobile is where today's consumers already are, but local businesses are not. So, what do the local businesses need to do to integrate mobile in their marketing communication strategies? I took inputs from my colleague Adam Burnham, vice president of interactive services, to understand the path forward for mobile.