For small- and medium-sized businesses trying to reach out to customers through their digital marketing strategies, mobile marketing can be a critical piece of the puzzle. That’s not surprising considering that people prefer sitting on a cozy couch and shopping on their phones rather than walking into the next room to use the computer. The level of convenience of using their phone to shop is tough to beat.

Going Mobile is No Longer an Option for Many Businesses

I had the opportunity to sit down and talk with serial entrepreneur, angel investor and founder of Webfosys Group, Om Thoke.  He shared his views on how mobile has transformed marketing, “Going mobile is no longer an option for small businesses; irrespective of the industry they function in, businesses can no longer afford to ignore marketing strategies focused on mobile. This is the right time for SMBs [small to medium-sized businesses] to devise a mobile strategy.”  Tweet This

When used correctly, a well-constructed mobile strategy can offer long-term benefits for SMBs, because it can help companies meet their audience where they are. Thoke suggested businesses that have not yet started with mobile marketing can begin by making their websites more mobile-friendly. Specifically, he feels it is important to make sure mobile page loading speed is fast enough to hold the interest of users.

Focusing on Mobile Users Can Have Significant Impact on Revenues

Typical consumers depend heavily on mobile devices, especially the younger crowd who grew up with their mobile gadgets never far from reach. To meet the consumer where they are, Thoke says that such a strategy must be the priority.

He went on to explain the importance of mobile marketing strategies: “Say the software you are using is not equipped to take requests from mobile users. Considering that 80% of buyers use mobile devices to shop online, it’s evident that your business loses out on those mobile transactions. And that can have a negative impact on revenue. It’s worth the effort to completely upend your whole user experience and develop it from the mobile-first perspective.”

True to his assertion, an increasing number of small business owners are realizing that irrespective of the way they reached out to their customers before, mobile now not only has to be a part of their marketing strategy, but also must be the main focus. The innumerable research results confirming that mobile devices are edging out other browsing means are helping to persuading them. In fact, you can also see some small businesses that are only using mobile apps and forgoing the conventional websites.

Small Businesses Must Consider Investing in High Growth Segments

As small businesses have limited resources, it would be a smarter move to invest where there seems to be the potential for the most growth. Based on usage, the mobile market should undoubtedly be a choice, though that doesn’t mean a small business owner should forgo all conventional marketing strategies. Many SMBs that have already made an investment in mobile are seeing sales from the channel increase after launch. It is also worth considering that many in-store, desktop, or laptop purchases may have been researched on mobile. Whether the purchase was made on mobile or in-store post-research, the business that shows up in the buyer journey has the edge.

The Bottom Line

Thoke concluded, “The opportunity to reach out to customers on a level that is as personal as the small gadget in their pocket holds considerable potential for the development of any business. Businesses need to take the initiative to implement and use tools that adapt to the user’s behavior.”

If it wasn’t already evident, mobile users are an untapped market for any business that hasn’t already built a mobile strategy. When Google is adapting its products to this trend, why shouldn’t your business follow with an efficient mobile-first strategy?

Local searches, clicking, browsing, shopping – all the data collected by Google points to increased mobile usage, and this is the direction where the future-focused digital mindset of your business should also be pointing!

Photo Credit: agatha, Twenty20