Small Business Owners Still Prefer Direct Mail Over Mobile Marketing?

New research out from Network Solutions and the University of Maryland suggest that small business owners still prefer so-called “tried and tested” marketing channels like direct mail over mobile marketing solutions, even though most ” fully understand the many benefits of the mobile channel.” According to the study, entitled the “Small Business Success Index,” almost three-quarters …   Read More

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New research out from Network Solutions and the University of Maryland suggest that small business owners still prefer so-called “tried and tested” marketing channels like direct mail over mobile marketing solutions, even though most ” fully understand the many benefits of the mobile channel.”

According to the study, entitled the “Small Business Success Index,” almost three-quarters of smaller firms recognize that text messaging and location-based marketing solutions can drive sales, however just 15% of owners consider mobile marketing to be “extremely” or “very” valuable in reaching new prospects and a fifth felt it was only “somewhat” important to their direct marketing strategy.

In trying to explain why they don’t utilize mobile campaigns, 20% of small businesses argued that it wasn’t a “mature and proven” area for investment, with most preferring direct mail solutions.  While I understand the notion of small business owners thinking the mobile channel isn’t “matured” to the point of traditional marketing channels, the lack of it being proven is up for debate.  There’s been countless success stories and the fact that nearly every major brand has some form of mobile strategy should speak for itself.

Small business owners work on much smaller budgets than large-scale national brands, but hyperlocal campaigns is where mobile shines equally as bright.  I understand that business owners see mobile marketing as a gamble, but I think it largely comes down to a lack of understanding and overall knowledge of just how effective and efficient the channel really is.

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15 comments

  1. carson0947

    Yes, for them that was good, but for consumers that own mobile devices are annoyed receiving unsolicited text from promotional marketing.. There are advertising company that safely use direct mailing to their consumers.. like http://www.digiteksf.com/ which aim to deliver physical letter of promotions.

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  3. ChicoChuck

    Small businesses are always looking for the next big bag in marketing to bring them customers. When the USPS announced this week that they will be discounting as much as 3% on DM with QR Codes printed on & inside the mailings (this coming July & August.) This will bring small businesses into the true realm of mobile marketing and what it can do for them. I know QRC's is just a part of it, but it will wake them up. If the Post Office is behind mobile marketing via codes, then businesses will take notice and see mobile marketing as a value. This is the best time right now to promote Mobile "anything" Marketing and let the Post Office push it with the QRC incentive.

  4. text marketing

    Small business owners work on much smaller budgets than large-scale national brands. And Direct mail is a very powerful medium and will be for a very long time. Now days everyone is going for direct mail for their product promotion

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  6. @ClickHere13

    It's a domino effect. Small businesses are not going to try anything new unless their competition is doing it. Once the first domino falls they'll all fall in line.

    Emilio
    St. Louis Mobile Marketing

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  8. Insurance Leads Guy

    Direct mail is a very powerful medium and will be for a very long time. I know because I own two brick and mortar businesses, and I also run internet businesses. I am testing mobile. Direct mail has the most impact in terms of getting your message across, and gets a good response. But Internet marketing has now surpassed direct mail in terms of ROI. Mobile is not nearly there but is fast becoming a player, and it's fun. The bottom line is you need to do all three to be successful.

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  10. Tim Maggs

    My website promotes, mobile marketing as one of the services i offer, and alot of the time people just blatantly ignore mobile all together. I am also planning on doing some seminars on teaching small business about mobile marketing and I find it interesting that most people would prefer DM. If you want to find out more about my self http://www.clockworkmarketing.net.au can help you.

  11. Guy Purdy

    We understand this and that is why we are able to implement and combine online and offline marketing for small businesses in the Prescott Valley and Presott AZ area. This 2-step process helps businesses in many ways allowing http://www.ThinkOutsideTheBoxMarketing.com to promote small businesses through various offline methods which is than used to direct customers to their website, or vice versa.

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