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From the Trenches - The Next Big Thing - No it's not Mobile.


Many will be dismayed to learn that mobile is not the next big thing.  They're gearing up for it.  They're READY!  And they are not ready for the next big thing!   #%$&! (No that's not a hashtag)


Mobile was the next big thing 3-4 years ago maybe.  Just because many people are slow on the uptake doesn't mean it hasn't been around. 

Are we just now getting around to how to market over mobile?  Maybe... But then again we're still trying to get a handle on Social Media, aren't we?  And Reputation Management is all the rage!

There is nothing new about being social and reputation management has been around for thousands of years.

Revolutions aren't gadgets.  Gadgets enable social and economic revolutions.  We have been going through a continuous revolution since Microsoft introduced Windows 95 and made PCs and the Internet palatable and accessible to the masses.  Apple took that accessibility to mobile smart phones.  (How long ago?)  And so we have PCs, Laptops, Tablets, and Smart Phones.  Are they the revolution?  Are they the next big thing? I say smart phones will soon be a pain to carry around.

No, PCs and mobile are old hat in the fast moving world we live in.  BUT they are enabling the next big thing!

The next big thing is being permanently connected no matter where you are or what device you're using.  All of your files, favorites, likes and dislikes are data and your environment is being molded as we speak.  Every business is in Yelp or Google or Amazon or elsewhere that will guide you to your favorite spot that you didn't know existed. 

Augmented Reality will allow constant input throughout one's day.  Think Siri is revolutionary?  Combine her with Google Glasses, face recognition, business reviews, Google Maps, Social Media, FourSquare, Wikipedia, and on and on.

Commercials, Pre-Roll, Banner Advertising will be unacceptable interruptions to the flow of information.  Push advertising will die and be replaced by, "Would you like to see a company promotion about this product?"

Businesses will thrive or die on consumer reviews (guides) and rise on Social Media recognition.  Word-of-mouth marketing has made a stunning revival.  Mass-marketing is nothing more than branding. 

Local is conversion.  Be there or beware!    


Visit with me at AutoCon2012 in September!



Written by
 Tom Gorham

Editor, From The Trenches

Automotive Digital Marketing

Professional Community

Views: 480

Tags: Advertising, Apple, Diital, Google, Marketig, Marketing, Mobile, SEO


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Comment by Tom Gorham on August 4, 2012 at 4:56am

Thank you Jason for "getting it"!  I was just getting tired of hearing that mobile is the next big thing when it was really the next big thing (or should have been) years ago.  It's nice to pause and do your research before hitting the "GO" button but a pause shouldn't take a couple years.

Comment by Jason Manning on August 3, 2012 at 9:16pm

Good stuff Tom.  This reminds me of a huge issue affecting business today.  That is SPEED.  Younger generations are used to adapting FAST.  Did you catch what I just said?  Why are dealers so far behind on technology?  They are being led by managers who are not accustomed to fast change.  Owners need to make some decisions.  In the next couple years, many "tenured" managers will "get the boot!"  They won't change fast enough for success.  They will become casualties of a new way of conducting business.  Be forewarned.  Bullets will be flying...if they haven't already.  You're totally right about mobile phones being old technology.  We need to "flip the switch" in our minds and get with the "speed" program and get our businesses back on track.

It's funny how you will always hear a GM talk about how they are "pacing" x number of cars for the month.  However, many don't realize that other dealers are outpacing them in overall  business practice alone. I just don't get that.  Bullets will be flying...

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