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Digital marketers ‘need to focus’ on mobiles

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Mobile working digital marketers need to adapt and develop to the changing media landscape as more people start to increasingly rely on the internet on their mobile phones, according to a marketing and media expert.

Rob Thurner, a mobile consultant and digital trainer at the Institute of Direct and Digital marketing (IDM), explained that the internet has the greatest growth potential and that people needed to recognise this.

However, it isn’t easy as redirecting traffic from the URL, as there are fundamental differences to each device. There are, after all, over 600 handsets in the UK alone and they each have their own unique characteristics.

Mr Thurner said that it was essential that people built content that “optimises” a specific phone.

He said: “If you’re using other mobile formats, you have to understand the capability of the phone. There is pretty good phone detection stuff now that can identify the handset and then match the mobile content to that device.”

He went on to say that to ensure websites were fully compatible with mobiles, “proper money” would have to be spent.

The IDM is a professional body for the development of direct, data and digital marketing.