In the report, David Armano says “mobile becomes a social media lifeline”: on the basis that nearly 70% of organisations ban social networking in the workplace, mobile internet will be a lifeline for addicted workers and what was once a cigarette break could turn into a social media break.
Dan Zarella predicts that with the rise of augmented reality, the border between the web and reality will become increasingly blurred.
As people trust other people online when it comes to forming an opinion about a product or service, the growth of the mobile internet will mean this increasingly occurs at the point of consumption. Imagine you’re in a shop, hesitating between two vacuum cleaners. What do you do? Do you ask the salesman or you check out independent consumer reviews via your mobile?
With the development of geolocation apps, this principle also applies to restaurants, bars, hotels, etc.. You’re travelling to Paris for business, you’ve just finished your meeting in a neighborhood that you’re not familiar with and you’re looking for a restaurant to have lunch? What do you do? Check out the reviews of the local brasseries on your mobile on Yelp, of course.
Following a recent presentation I conducted in Sydney, I jumped online to read any articles posted on relevant blogs. What I found was over 25 tweets in real time during the presentation from people in the audience. Social is changing, feedback is direct, 140 characters is a powerful asset.
What was already important for brands in 2009 becomes crucial in 2010: listening to and participating in online conversations as they have a real impact on people’s opinions. Even more so now that Google and Microsoft have incorporated the real-time social web at the core of their search algorithms: Today, when researching a brand, you’ll surely find tweets about it.
Already this year Pepsi has dropped its Super Bowl advertising spend (after 23 consecutive years) to invest in social media in 2010, which implies these predictions may have some weight.