The interest in mobile marketing is constantly increasing, mainly due to its great penetration among small and medium companies. For this reason, 21.8% of SMEs have taken the decision to allocate more resources to mobile marketing for 2012, compared to 12.6% who said so just a year ago, according to a report developed by Ad -ology Research. In addition, one in five SMEs surveyed, are planning to develop a mobile application for next year.

Another piece of interest we see with the media and social networks, which have reached a turning point since only 10% of those responsible for small businesses say they will not use them during the next year, a figure that the previous year It was around 24%. On the other hand, half of SMEs indicated that they plan to spend more time or money on social media in 2012.

In this sense, small and medium businesses are already using a lot of social media, but Facebook is the most used and apparently the most effective.

• Facebook: is the most beneficial social network because 86.8% of small businesses use it for marketing and 77.3% of them say that their efforts are very or quite beneficial for their business.
• Twitter: has a penetration of 71.4% in SMEs and of these, 56% say that marketing there is very beneficial.
• Google+: already has a penetration of 64.3% and is competing with LinkedIn (66.9%), while 53.2% say that their efforts in the social network of Google are very or quite beneficial for companies, versus 51.2% who say the same about LinkedIn.

Although 61.6% of SMEs use YouTube, only 45% see video sharing as very or very beneficial. On the other hand, the adoption of Foursquare is very slow (only 40.3% has done so) and only 24.1% say that it is very effective.

Another data of the study shows us that for the first time, “improving the customer experience” was the main goal of Social Media Marketing for SMEs.

Other important conclusions of the study highlight that online video is destined to grow. In this sense, 22.2% of SMEs plan to increase online video spending, compared to 18.4% that they had planned to do the previous year.

22.7% plan to increase the budget to launch daily offers in suppliers such as Groupon or similar and 28.6% will increase their budgets in email marketing, while 45.3% plan to increase their total spending on online advertising for the next year, while only 3.9% plan to decrease it.