Research suggests that while most small business owners are aware of the mobile marketing opportunities available to them, the majority would rather stick to their tried-and-tested approach, which may include direct mail campaigns.

According to the latest Small Business Success Index, by Network Solutions and the University of Maryland, almost three-quarters of smaller firms recognize that text messaging and location-based sites can drive sales.

However, just 15 per cent of owners consider mobile marketing to be “extremely” or “very” valuable in reaching new prospects, while a fifth felt it was only “somewhat” important to their direct marketing strategy.

Explaining why they are not developing mobile campaigns, 20 per cent of small firms argued that it was not yet a “mature and proven” area for investment, with many preferring to use direct mail services.

Speaking to Marketing Week, Annabel Venner, marketing director at niche insurer Hiscox, said recently that use of B2B data and business mailing lists were unlikely to be replaced by purely-digital methods any time soon.

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