To lead, you must follow.

Peter Fitzgerald, Country Sales Director, Google UK was the guest speaker at theAnnual IDM Lecture this year held at the Holiday Inn Bloomsbury, London.

His theme—to lead, you must follow—explored the brave new world of smart phone technology and how today's marketers are able to follow their customers intimately and engage with their needs in real time.

"Mobile is the next big thing?" We're all a bit sceptical of the claim. But this time, it is time. As Peter Fitzgerald put it, a secretary who forgets her mobile on her journey to work will go back to get it. Such is the part it plays in her life. And mobile really is able to bridge the gap between offline and online so much more effectively than ever before.

Perhaps the only slight niggle marketers may have with Google's trailblazing is the lack (at the moment) of real quantities of data to measure and track mobile campaigns.

No matter, the growth of mobile sales and the exponential rise in customers use of mobile in checking prices, ordering shopping and booking their favourite restaurant is just the beginning.

Visit Korea and you'll witness customers topping up funds to their mobile and using it to pay for travel and taxi fares, and accessing their hotel room or workplace.

The growth of mobile...

The next generation of shopping Apps 

To see the full presentation, visit the Institute of Direct Marketing site.