For those who need convincing, Crisafi notes four important statistics:
· More than 1.4 billion smartphones are currently in use worldwide.
· In the United States, the average person spends up to two hours a day on their mobile device.
· One out of every four online searches is conducted on a mobile platform.
· Surveys have shown that more than half of the public will not recommend a company without a good mobile presence.
“These statistics alone should be enough to convince small business owners to take advantage of mobile marketing,” Crisafi says. “Unfortunately, it’s not, because many business owners are ruled by deep misconceptions about mobile marketing.”
Crisafi says that there are five common misconceptions about mobile marketing that, once debunked, clearly show that mobile marketing is a must for any business.
Misconception #1: Mobile marketing is just a fad.
“Anyone who tells you that mobile marketing is a flash in the pan doesn’t really know what they are talking about,” says Crisafi. “The mobile market is here to stay.”
Misconception #2: Mobile users are all the same.
There is a common misconception that only young people can be reached through mobile marketing, according to Crisafi. Therefore, many businesses targeting an older demographic ignore the need for mobile marketing. The truth is, older generations are toting their smartphones and tablets around with them and many business owners aren’t reaching these folks, Crisafi says, because they assume that anyone over forty is behind the times.
Misconception #3: Having a website is all that matters.
“Business owners think that they don’t need to optimize their websites for mobile marketing,” says Crisafi. “However, a mobile consumer who can’t easily navigate your website using a smartphone or other device is unlikely to come back again.”
Misconception #4: Mobile users only use their mobile device when they are away from home.
According to Crisafi, the majority of mobile device impressions are not delivered when users are on the go. Instead, he says that these impressions are more often seen within a home setting.
Misconception #5: A mobile app is all a business needs.
“Having a smartphone app for your business is only part of a comprehensive mobile marketing strategy,” says Crisafi. “Text messaging, QR codes and a mobile-optimized websites need to be included as well.”
Crisafi says that once a business owner overcomes these common misconceptions, he or she will realize that mobile marketing is essential to business.
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