Small businesses increase mobile marketing momentum
Published July 21, 2011
Small businesses are growing increasingly interested in incorporating mobile platforms into their multichannel marketing efforts, a study from Forrester Research indicates.
Whereas in 2009, only 9 percent of small companies leveraged mobile marketing, an additional 11 percent planned to integrate the channel in to their campaigns last year. Now, 10 percent of respondents said they would be increasing their mobile budgets even more in 2011.
Still, while small businesses are looking to dabble more in mobile marketing, larger brands use the channel considerably more. Whereas mobile accounted for only 8 percent of small companies' marketing budgets last year, big organizations devoted 15 percent of their spend to the channel.
Budgeting may be the reason larger brands can afford to experiment with mobile - according to the report, the average small business had $250,000 to spend on marketing in 2010, while enterprises had access to $47.7 million.
A number of larger corporations have active mobile campaigns. For example, Taco Bell, Jack Daniels and Pepsi have all launched mobile efforts in the past month - the former two on Pandora's mobile app and the latter on foursquare.