Anyone who, like an increasing number of us, uses a smartphone to access the internet ( and Forrester Research believe mobile devices will be primary way of browsing the web by 2012) may wonder what  the prevailing ad model is going to look like.

Google has its adwords system that targets search, but on a small mobile screen the results have been unsatisfactory for all parties.

Apple has now entered the fray via its Apps store, that as UPI reports “could effectively turn developers into an army of ad salesmen”:

Apple Chief Executive Officer Steve Jobs said 85 million iPhones and iPods have been sold — meaning customers are carrying potential mobile billboards.

More to follow on this in the coming days, quick intro video below

Very much looking forward to speaking at the Capita breakfast event tomorrow this morning alongside Jon from  Google and Patricia from Capita Resourcing. The event is entitled: Deciphering social media:  The Good, the Bad and the Ugly.

I am going to be taking a different perspective on social networks tomorrow, focusing specifically on the changing role of search (defined increasingly by social search and real-time search [think Twitter]) , UGC [user generated content] and the impact on brand / employer brand.

As you may know, our view is that a brand’s home page is not [companyname.com] but in fact the Google first page of results for a branded search.  Already social sites / reviews are highly placed in these results but - with the advent of Google Social Search , Side Wiki, Twitter and  so on, every site / brand will become “socialized” - and those brands, like it or not, will be defined by individuals external to the enterprise.  The path in travel (meta search > social search > branded search ) will / is unquestioningly happening beyond that space.

How do brands / employer brands manage this? Well (obviously) seeking to provide the best service / products is the first step, but the key is in building effective advocacy / influencer programmes, and encouraging reviews / feedback - using positive choice architecture- at every turn.  The pres I’ll be working from is below.  See you there (or not.)

Details of the event on Personnel Today