In a survey conducted by Merchant Circle in Q1 2011, 5.2% of SMBs placed mobile marketing in the top 3 most effective marketing or advertising method the business had ever used. Further research by Borrell Associates places SMB adoption of mobile advertising at 15% in 2010. This implies a very strong favorability of mobile marketing by the SMBs that have tried it.
From this survey, it is not easy to parcel out what a small business owner means by "mobile marketing." Borrell Associates defines mobile marketing as the sum of advertising and promotions. Mobile advertising could be an SMS message, banner ads, paid search, or audio/video ads. Promotions might include the free tools that operate on mobile devices to entice consumers to come in with check-in incentives such as Facebook Places, Foursquare, Gowalla and more. Borrell Associates measures promotions as the value of the discounts, free samples, prizes and coupons that are offered through free or paid mobile marketing resources.
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