Josh Bernoff, coauthor of the pivotal book on social media, Groundswell, describes himself on Twitter as a "Forrester analyst, idea developer and troublemaker." His latest book on The Mobile Mind Shift certainly lives up to those descriptions.
In it, Bernoff discusses the difficulties companies face as they attempt the transition to a mobile world, a shift that he describes in this video as even more disruptive than the introduction of the Internet for companies. Where the Web was about providing information when consumers went searching, mobile is about anticipating their needs.
In this video, Bernoff gives advice to brands on how they can meet these expectations in a world destined to be ruled by smartphones and tablets. Companies, he says, must seek out the "mobile moments" of consumers—moments when people require a piece of information, service or product that enterprising businesses can satisfy just by supplying what they need before they even ask.
Bernoff is a senior vice president of idea development serving marketing leadership professionals at Forrester Research Inc. in Cambridge, Massachusetts. Go to TRUE for more of the Bernoff interview and other expert opinions on communications, marketing and media.
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