Small Businesses Benefit From New Mobile Technology

Studies by market research company eMarketer revealed that over ten million people were smartphone owners in 2012. Mobile devices are eating into personal computing in a massive way and experts predict that by 2014, more local searches will come from smartphones than any other computer device, drastically changing the way people shop and locate information. Digitalization has become a societal issue for small businesses and consumers alike.

“Today, people compare prices, make reservations and interact online to make sure they are getting the biggest bang for their buck and share their shopping experience,” noted Matthieu Houle, Director, Digital Consumer Experiences for Yellow Pages Group. “Through interactive mobile sites and search applications, shoppers have easy access to reviews and opinions, meaning that every customer experience counts. This makes it critical for local businesses to integrate mobile technology into their marketing mix. Tools such as mobile analytics allow businesses to learn from every interaction and predict where, when and how people are most likely to make their next purchase.”

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A mobile environment enables consumers to connect with the brand. That’s why a creative and simple design is key. At the very least, a mobile site that stems from a business’s main web page is mandatory. With a site that’s optimized for mobile, customers can access a business’s important contact information from anywhere.

“Mobile applications, which an increasing number of people are using to optimize their search, take the experience one step further. Businesses can also optimize their offerings thanks to contextual information or personalisation based on data taken from past experiences and individual preferences. For instance, if it rains, maybe your local store runs a mobile campaign offering a special on umbrellas helping match their services with current needs,” added Houle.

As people continue to use an ever increasing number of devices to get online, digital marketing companies are offering more and more multi-device marketing solutions and are making these options accessible for small businesses. Local organizations, for which every dollar counts, greatly benefit from these kinds of marketing tools, which help them stand out from the competition and attract customers. By being able to stretch their thinking beyond the typical web page and mobile device itself, small companies open themselves to the world of possible sales and potential consumers that mobile technology provides.

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