Small- and medium-sized businesses appear to be increasingly convinced of the power of mobility, as a new study from Borrell Associates found that eight in 10 SMBs plan to invest in mobile marketing by the end of this year.

Small- and medium-sized businesses appear to be increasingly convinced of the power of mobility, as a new study from Borrell Associates found that eight in 10 SMBs plan to invest in mobile marketing by the end of this year.

In a survey of 484 SMBs, 83 percent of respondents indicated they have either already incorporated mobility into their marketing campaigns or plan to do so before the year's end.

In an interview with ClickZ, the report's author, Kip Cassino, asserted that this enthusiasm behind mobile marketing seems to buck trends of the past. Traditionally, he noted, SMBs have been hesitant to dive headfirst into new marketing campaigns, preferring to wait until their larger counterparts blaze the trails.

However, with mobile marketing, “[t]hese guys aren't waiting. They're plunging in, and for the most part they're doing so without many metrics,” Cassino said.

Businesses that have already incorporated mobility into their content marketing strategies have generally found they are able to reach consumers more effectively. However, the Borrell report noted that SMBs are also enjoying the cost effectiveness of the medium. According to the study, nearly a third of small businesses planning to utilize mobile marketing don't expect to spend a dime to do so.

As smartphones, tablets and other next-generation mobile devices become more popular among consumers, the shift to mobile marketing is becoming more important. As Brafton recently reported, catering marketing strategies and websites to mobile audiences is no longer a luxury, but a necessity.