Guest Column | June 5, 2013

Mobile Marketing For SMB Retailers

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By Mike Poldino, Vice President of Data Capture Solutions, Motorola Solutions

According to comScore’s January 2013 U.S. Smartphone Subscriber Market Share, there are approximately 130 million smartphone users in the United States today and four out of five of them use their devices to browse retail sites, research products and make purchases every single day. As consumers become more familiar and comfortable with using their smartphones for these types of activities, it is anticipated that the use of mobile coupons will also rise.  Juniper Research’s Mobile Coupons Strategies, Opportunities & Forecasts 2012-2017 study states that more than 10 billion mobile coupons will be redeemed in 2013 – representing a 50 percent increase over last year. Juniper also predicts that mobile coupon redemption rates could reach 10 percent globally by 2017 compared to the less than 1 percent redemption rate typically seen in traditional coupons today.

It’s no secret that large, multi-national businesses are driving these numbers today, but as consumers become more comfortable and adept at using their mobile devices to look for deals, they will be open to mobile marketing from the small businesses they frequent right in their own neighborhoods.

A complete mobile strategy can help a small business increase brand presence in its local geographic area, attract new customers and regularly reward loyal customers all at a fraction of the cost of what it may be spending currently on more traditional forms of advertising.

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