For the first time, smartphones have overtaken computers as the preferred way to access the internet and the UK is one of the most digitally advanced markets in the world.
That's a big statement and a huge bombshell to the digital marketing industry. Before we can start adapting to this mammoth shift in the world's surfing selection – we need to understand how it's happened.
Firstly, who's using mobile?
Older generations - who were once intimidated by small screen sizes and confusing navigation - are switching to larger screen devices with intuitive surfing capabilities. For example, iPads and tablets have replaced chunky laptops. Their touch screens and fewer options have allowed the less tech-savvy to embrace the digital realm.
Researchers have seen higher than expected smartphone use among those aged 45 or older. Again, this is due to more affordable models and larger screen sizes – meaning that many use social media apps on their phones to view videos and other web content. SIM-only contracts are allowing over 45's to keep up to date, without having to subscribe to the 'must-have' latest model contracts adhered to by the under 25 market.
How is mobile different?
70% of people report disliking mobile ads, proving that mobile advertising has to be different from traditional, banner-style web advertising. More image and video based marketing will emerge alongside mobile-optimised e-shots and mailers. 51% of all digital ad budgets in 2016 were spent on mobile - so you can imagine how high that percentage could become in 2018.
Marketing big-wigs suggest that mobile marketing needs to be subtle, present itself as quality content and load quickly. E-mail is still successful on mobile – considering it's adapted to the smaller screen. There's a whole new market of marketers out there, bringing out the best in mobile.
Why is mobile so successful?
- Connectivity for smartphones is better than it ever has been, with 4G rivalling wi-fi speeds in many areas.
- You can do nearly everything from a mobile: your weekly shop, your online banking and your calendar management, on top of catching up with friends and maintaining your social life.
- The younger generation are addicted to their devices. More than one third of worldwide consumers said they check their phone within 5 minutes of waking up in morning. 20% also admit to checking their phone more than 50 times a day.
Mobile digital marketing continues to rise in popularity alongside the continuing increase in smartphone use. In 2017, roughly 7.5 million people, or 13.7% of UK internet users, went online using only a mobile device. This represents a 14.1% increase over 2016 - a figure that is continuing to rise year on year.
How are businesses keeping up to date?
Companies and corporations stay ahead of the curve by constantly educating and re-educating their workforce on the ever-changing face of mobile marketing. Fast mobile friendly websites, secure payments, apps and mobile-only offers are just a few of the trends brands use to keep up with their savvy consumers. But it's no mean feat.
The vast expansion of mobile marketing as its own industry within digital marketing means that there are many new jobs opening within the sector. Unlike many prestigious corporations, digital marketing recruiters often look for a younger candidate – one who has grown up with mobile technology.
Where can i get this training?
Retraining or qualifying needn't be expensive. As of yet, mobile marketing degree programs do not exist, so online courses and further education providers are the king-pins. Certificates from institutions such as the Digital Marketing Institute are highly sort after and well regarded – starting with entry level programs, all the way up to professional diplomas and master's courses.
The Learning People offer the full spectrum: from broad digital marketing diplomas, to specialist diplomas in mobile marketing - for less than you might think.
Are you ready to take the leap and move to an innovative and far-reaching career?