SMEs turn to mobile marketing for customer satisfaction
June 07, 2013

Small- and medium-sized enterprises (SMEs) continue to look for ways to increase sales and consumer engagement. With the recent explosion of mobile payments, SMEs are using their portable devices to reach customers beyond the point of sale (POS). Businesses that accept mobile credit card payments already have the tools to start employing mobile marketing strategies to increase customer satisfaction and retention rates.

Mobile marketing is expanding
One of the best ways for SMEs to increase their online campaigns is to target local consumers. A report from Business Insider Intelligence noticed social media is driving mobile marketing initiatives for SMEs.

Location-based mobile marketing, or targeting only a local audience, is on the rise among small retailers and companies. The report found this type of marketing is twice as effective as more standard techniques. According to BI, location-based marketing started with the smartphones but is beginning to spread to tablets as more consumers invest in mobile technology.

According to USA Today, when consumers can search for a local business right from their smartphone or tablet, it increases their chances of frequenting the establishment.

Greg Stuart, chief executive officer of the Mobile Marketing Association, told USA Today that focusing online advertising efforts on portable devices is most effective for SMEs.

"Local merchants have a better opportunity on mobile, in part because they can craft it to fit their business," Stuart said. "Most consumers only go about half a mile for dry cleaners."

According to MMA data, spending among U.S. businesses on mobile-tailored advertising increased 69 percent last year and is expected to grow even more throughout 2013.

SMEs already invested in mobile payments can use smartphone and tablet technology boost their marketing efforts.

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