Shira Anderson
Recently, mobile technology and small and mid-size businesses (SMBs) have been heralded the perfect match. But only a few years ago, this would have sounded completely counterintuitive. So what happened?
With the advent of new platform technology and new business models, the days of mobile’s prohibitive technological and cost barriers are over. The world of mobile technology has changed, and SMBs are reaping the rewards. Here are five ways the mobile revolution is leveling the playing field among small, midsize, and large businesses:
- AFFORDABILITY
As mobile technology has become more popular, it has also become easier to build and use. Today, creating and maintaining a professional app doesn’t require a hefty investment of time or money. While businesses have retained the option to hire costly, independent app developers, there are also a slew of excellent platform technologies that allow businesses to build their own customized apps. With the right solution, companies can create affordable, successful apps that attract and retain customers.
The low price tag puts mobile apps within reach for even the smallest businesses. And with a little creative thinking—and the motivation to create and manage an interactive user experience—small businesses can deploy the kinds of apps that help them compete with their larger counterparts.
- SALES
In today’s mobile world, small businesses can build apps that not only promote their brand and business, but help boost sales as well. To do so, SMBs can integrate such features as:
– in-app payments via integrated services from major online powerhouses
– mobile shopping carts
– in-app coupons and loyalty cards
– comprehensive menus and catalogs
– capabilities that let you order practically any goods or services from a mobile phone
These mobile-commerce (or “m-commerce”) features make it more convenient than ever for users to make purchases on the go, while simultaneously reinforcing branding and customer service relationships.
With an estimated 87 percent of mobile device owners reporting that they use their devices for shopping-related activities, there’s enormous potential for a great app to function as a great salesperson. Plus, your app will likely be your only sales rep that can process many sales simultaneously anytime, anywhere. For companies that need to make the most out of every dollar spent, an app can be a game-changer.
- ENGAGEMENT
Which marketing strategy would you prefer for your business: Expensive advertisements using traditional media, which may briefly grab a user’s attention? Or an interactive experience that consistently updates to displays your business’ latest news and promotional campaigns, which users can share with friends?
On average, smartphone users check their phones over 100 times a day (maybe even closer to 150). If your business is on a customer’s phone, you have opportunities to engage with that user in ways that would have been unimaginable just a few years ago. In contrast to traditional advertising and even many websites, today’s apps often let the user take a more active role by offering interactive features like social media, scheduling tools, and click-to-call. Combine that potential for user involvement with the incredible frequency with which users access their mobile devices, and you have unprecedented possibilities for publishers of all types to reach users—and to get users to reach them.
- LARGER AUDIENCE
Once upon a time, growing your audience was expensive. You needed a large budget for billboards, radio, TV, and print advertising in order to get your name out there. Then the Internet rewrote the rules of the game—and social media rewrote them again.
This time around, it’s mobile that is undisputedly changing the face of marketing. Your audience doesn’t need to be small just because your business is. You can get your app in the marketplaces, just like your bigger competitors—and with the right app store optimization (ASO) strategy, you can maximize the amount of people downloading your app and engaging with your business.
- RESOURCE EFFICIENCY
It’s an old restaurant paradox: Empty tables are not good for business and long waits turn away customers. In other words, restaurants (and other small businesses as well) need to be expert jugglers to avoid turning off customers. To manage resources in a more streamlined fashion, service-oriented small businesses can now let customers make reservations, contact customer service, order parts, etc. directly through their apps. By automating simple tasks, business owners can focus on running the business instead of handling minutiae. SMBs can manage precious time and resources with apps that balance inventory with demand.
The rumors are true: mobile really is fast becoming small business’ best friend. Increasingly, SMBs are using apps to cut costs as much as $ 65 billion a year, increase sales, and actually compete with larger businesses for the first time. As app technology continues to become more readily available and easier to use, SMBs are expected to continue using that technology—not just for marketing, but to real, bottom-line effect.
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