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Only 3 per cent of companies embracing mobile business

Despite the rapid growth of the mobile industry, many marketing directors are still lagging behind i

The growth of mobile business is going to transform the world, yet only 3 per cent of companies are ready to embrace it, Matt Brittin, managing director of Google UK and Ireland told the Marketing Magazine on Tuesday.

Despite the rapid growth of the mobile industry, many marketing directors are still lagging behind in their mobile strategy, he said.

Brittin urged them to experiment with browsing and apps to find out what suited their strategy.

He explained that the growth of mobile was outpacing that of the internet. "If you think the internet revolution is big, the mobile revolution is going to be bigger and much more widespread and faster," he said.

The advantage of using mobile media is that it lets managers gauge consumers' responses at a low cost, Brittin added.