We have commented on a number of occasions on the fact that many small businesses have still yet to fully embrace online. In the light of the fact that most customers are reluctant to purchase from a company without a website, that is extremely worrying. However, while online remains vital to any company’s marketing mix, a new form of advertising is also emerging – m-commerce and again the SME sector seem to be taking its time to embrace it.
M-Commerce – or mobile commerce – is the new buzzword in digital marketing. It refers to the new way in which consumers are buying products digitally and it has been stimulated in no small part by the rising popularity of SmartPhone and applications. However, according to a recent report by the IAB, most retailers are lagging behind in terms of offering m-commerce functionality to their customers.
The survey revealed that just fewer than five million consumers regularly access retailer’s websites via their mobile phone with the intention of purchasing something, however, over seventy per cent of those customers find the process cumbersome and time consuming.
Online marketing consultant, James Westwood, comments; “Many small businesses are reluctant to embrace m-commerce as – let’s face it – they are still getting to grips with the opportunities offered by advertising online. However, in the current economic climate, it is more important than ever for businesses to become early adopters to these new forms of advertising. Failing to do so may result in a loss of market share and ultimately revenue.”