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Marketers need to up their mobile game


Like it or not, mobile is a crucial feature of the marketing landscape and companies that do not embrace it as a fundamental part of the customer experience will lose out on customers and ultimately profit. Google’s recent decision to enhance the search engine ranking of on-the-go friendly sites merely confirms what we have known for a long time now – the future is mobile.

The stats speak for themselves. According to the Internet Advertising Bureau (IAB) internet advertising grew by 159% in its first four years, between 1996 and 1999. Mobile was not far behind at 123% between 2010 and 2013. Information technology researcher Gartner estimates the global value of mobile ad spend will reach $41bn in 2017, up from $18bn in 2014. Mobile also has an impressive conversion rate, with 70% of mobile searches leading to action on websites within an hour – three times more than desktops or laptops. 

The result is surging multi-sector demand for marketers with mobile skills and, as EMR’s latest marketing salary survey report highlights, the skill gap is already showing up in some geographical areas – the north and midlands most notably. But given the demand, this will spread to London and the south east before too long. Marketers who have already mastered mobile can command a premium, with those in mid to senior positons particularly sought after.

Over 70% of the UK population have a smartphone or tablet and only 15% of company websites are mobile ready. Just 7% of marketing professionals rate themselves as having ‘significant experience’ of mobile marketing. This really says it all. Marketing directors, now more than ever, must ensure the balance of skills in their team is right for success – whether through additional training or recruiting fresh talent.

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