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A recent headline from Mobile Marketer is a little disturbing - Talent crisis looms in mobile advertising and marketing. Is mobile talent in the marketing industry really lacking to the point that we have reached crisis mode? In short, yes.

The problem isn’t the people that work in marketing. The problem is that mobile marketing has grown at such a tremendous rate that the talent levels of industry professionals couldn’t keep up. As the article points out, the initial response by most companies was to move experts in online marketing over to the mobile space. But this is an apples and oranges issue - sure they are both fruit, but they have different uses and flavors. Mobile marketing and online marketing share some characteristics, such as the ability to target campaigns and track ROI, but the two are significantly different in terms of what kinds of campaigns are successful, and what kinds of action items influence the consumer.

The marketing world is evolving though. More and more industry professionals are embracing the mobile space as an emerging marketing medium instead of just an offshoot of online. But that will take time, and the growth of consumer acceptance of mobile marketing isn’t going to slow down. Until the marketing world catches up, mobile marketing talent is indeed at a premium.