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March 27, 2012

Mobile Web Access Accelerating with Businesses lagging behind

I’ve just seen some statistics on mobile access to the web that should make businesses get up and take action.

According to  ITU and Wireless Intelligence (2011), 82.7% of all mobile device owners has active broadband subscriptions.  Add to that 65% of all mobile phones in Australia are smartphones.  Number of mobile phones in Australia 26 million.

Allowing for the fact that our population is only around 21 million, that means approximately 11 million Australians are using their smartphones to access the Web.

And businesses, especially local businesses can’t see or won’t acknowledge the changes going on around them.

Old print advertising and marketing is dying fast and many local business owners are seeing the changes but are not doing anything to take advantage of the opportunity mobile phones can give their business.

If you take just the basics of business marketing, you can see how mobile marketing will impact each one.

Those marketing steps are:

  1. Bring in regular flow of new customers
  2. Get existing customers back to buy again
  3. Get customers to buy more often

Phone directory and newspaper ads only ever addressed number 1.  Writing, printing and sending letters helped with number 2 and possibly number 3.

Mobile marketing manages all three and expands on them in the most measurable methods ever possible for a serious business marketer.

Mobile websites address number 1.

Mobile apps address number 2 and number 3.

SMS messages address number 2 and number 3.

QR coupons address all three

If you want to expand the range even further, then Word of Mouth and Reviews can be managed very effectively with mobile website, a mobile app and a good strategy.  Add to that the ability to test a campaign quickly and inexpensively and get measurable results within hours or days.

If your business is serious about surviving and thriving in the next 3-4 years, then mobile must become a major part of every business owners marketing.  Which mobile strategy can only be determined by the business, it’s customers and it’s attitude to building a strong online and mobile marketing presence.

Every business is different and it should never be a template approach to marketing or building a mobile website.  It must all fit together in the strategy that is going to bring the  best return on investment.

If you want to find out more, call Warren to discuss how mobile websites, mobile apps and mobile marketing can be part of the plans for your business.

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Warren Granger founded Local Media Marketing with the sole aim to increase client's business bottom line using customer focused websites and SEO that uses Google to rank and be found online. The bottom line or net profit is the key to driving the growth of every small or medium sized business.

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