BBDO and Proximity CMO Simon Bond interviews Facebook Vice President of Global Marketing Solutions Carolyn Everson at CES. During the conversation, Ms Everson shares her thoughts on the prevailing trends at CES and touches on the how these trends will affect brands moving forward.

Marketers have been claiming Twitter as one of the most important emerging mediums for quite a while. However, only recently has Twitter started realizing the visionary dream of early online innovators and social-media gurus. The most important and the most recent evidence of Twitter’s emerging power as an impactful medium is the network’s role during the revolution in Tunisia, which became known in online communities as the “Twitter Revolution,” as well as Egypt's recent uprisings.

A couple of days ago, I was asked by a shopper marketing magazine to comment on the shaping trends in the retail arena of today. As a matter of fact, I had to look at the global trends and their local implications as well. With smart mobile sales growing annually by double digit figures and more than 4 billion of applications downloaded from Apple’s App Store worldwide it is more than obvious that digital, and especially mobile, is the next big thing for retailers of any kind in almost any country.

It used to be that technology merely served as a tool to convey and distribute pop culture (i.e. TV enabling audiences everywhere to see a music video, radio broadcasting rising hit songs, etc.). However, technology in this new Internet innovation-driven digital age is actually becoming pop culture itself.