Even with Americans becoming increasingly internet-connected through smartphones, laptops and tablets, businesses are struggling to leverage the options available to them as part of an integrated new media marketing strategy. New data suggests internet marketers are missing conversion opportunities because they fail to give consumers sufficient contact options on their sites.
BIA/Kelsey recently reported that small businesses are especially weak in terms of directing prospects to different channels. The study found that less than 20 percent of SMB websites include links to social media marketing campaigns. This is despite aggressive adoption of Facebook, Twitter and other platforms as primary marketing tools.
Beyond poor social integration, many are also struggling to use mobile effectively. More than 93 percent of business websites are not fully optimized for mobile access. This essentially precludes the rapidly growing smartphone marketing from interacting with a site entirely.
Even the most basic information is frequently absent from websites, with more than 74 percent lacking contact email addresses. Furthermore, 60 percent of small business sites do not have a toll-free telephone number for prospects to call in search of more information.
A poorly managed web presence greatly limits a business’ ability to reach consumers. A site incompatible with mobile devices, for example, could lead the 66 percent of consumers who use their smartphones to shop to visit competitors’ websites. Brafton recently reported that many of these prospects use their handsets to browse product reviews and other content while shopping.