According to the results of a study that were just released by Borrell Associates, small- and medium-sized businesses seem to be taking on mobile marketing at an increasing rate.
The research showed that approximately eighty percent of businesses of this size intend to add mobile to their marketing mix by the end of 2011. There were 484 companies of small and medium size that participated in this study. Among them, 83 percent stated that they had either already started using mobile marketing, or they intend to begin doing so before the end of the year.
Kip Cassino, author of the report, said that the current enthusiasm that is being shown for mobile marketing appears to be overcoming past tendencies. These businesses are traditionally more tentative regarding new forms of marketing methods – generally waiting for corporations and other large companies with massive marketing budgets to be the guinea pigs.
According to Cassino, though, when it comes to mobile marketing “[t]hese guys aren’t waiting. They’re plunging in, and for the most part they’re doing so without many metrics.”
Those companies that have already been working on adding mobility to the marketing strategies for their content have already been seeing successes in engaging with their customers. However, according to the report from Borrell, small and medium sized businesses are obtaining true benefits from the affordability and efficacy of these techniques.
In fact, a third of the companies that participated in the study claimed that they believe that they will be using mobile marketing for free.
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