Mobile marketing becomes imperative for small business growth, study says

Small companies are beginning to realize that leveraging mobile marketing is an effective way to improve sales and increase customer loyalty. According to a new study by Web.com, more than two-thirds of small businesses now consider mobile marketing strategies important to generate growth and will invest more in the plans over the next five years.

As more consumers use smartphones and tablets to perform a number of tasks, it is becoming more important than ever that decision-makers deploy mobile strategies.

A recent study by the Interactive Advertising Bureau found that mobile marketing in 2011 grew by 149 percent to generate roughly $1.6 billion in revenue for the year.

"Having a mobile presence can be a huge competitive advantage for small businesses trying to attract local customers by instantly introducing a potential customer to their business' products and services in a mobile-enhanced way," Web.com CEO David Brown said.

However, the study found that only 26 percent of small firms have mobile-friendly websites, while only 14 percent have sites designed specifically for smartphones and tablets.

It is imperative that decision-makers harness mobile marketing strategies, without sacrificing data quality, to increase the chances of success in the coming years.