2. SoLoMo
“Social-Local-Mobile”
SoLoMo refers to a more mobile-centric version
of the addition of local entries to search engine
results.
In other words..
It is the integration of social, location-based, and
mobile marketing tools into new customer
acquisition platforms.
3. SoLoMo: Marketing Approach
Marketers use SoLoMo as a practice of
targeting mobile consumers based on
their current location with content or
promotions designed to be shared via
social networks.
SoLoMo applications allows advertisers
to push notifications to potential
customers who are geographically near
by.
4. Social: Consumers
are social
Brands as the primary
source of information for
consumers; Common social
activities today are:
seeking advice, reading or
writing reviews, or sharing
experiences via a social
network.
These are social media
tools like Facebook,
Twitter, and Google+
Local: Consumers
get Social Where
They Are
Apps have the ability to to
reach customers through
geo targeting and push
messages.
The proportion of
smartphone owners using
location-based services
has grown almost 35% in
less than a year to 74% in
February of 2012
Mobile: Mobile devices
empowering consumer
behaviors
Mobile access to the Internet is
becoming commonplace. The mobile
user is online anywhere, anytime. The
technological development in the field of
localization and navigation services was
a big boost as the direct environment
became suddenly more focus for mobile
Internet usage.
Mobile Internet usage is constantly
becoming easier, more intuitive and
useful for everyday use.
5. FOURSQUARE is a local search and discovery service mobile
app which provides a personalized local search experience for
its users. By taking into account the places a user goes, the
things they have told the app that they like, and the other users
whose advice they trust, Foursquare aims to provide highly
personalized recommendations of the best places to go around
a user's current location
6. Implications
• Customer Focus is Key
businesses need to focus on providing 24/7 user experiences that
address and resolve the wants and needs of their target audience.
• SoLoMo increases interaction between
consumers and the business
When SoLoMo campaigns are successful, consumer engagement with
the brand increases. Consumers feel connected to the brand and
become loyal brand advocates. Through word-of-mouth sharing and
online activities, consumers can build a brand.
7. Implications
• Businesses are closer than
ever to consumers.
In using SoLoMo applications, you are
now allowing access to servers to your
geographical location and information.
Mobile Internet and local services are
technically able to depict the everyday
life of people in the digital world.
8. In 2 years, the marketing
approach of SoLoMo, will
offer greater transparency,
more product information,
and a higher relevance of
the purchase offer
because it is closer to the
point of sale mostly
because of the feedback
and recommendations
shared by consumers in
the social environment.
9. If retailers continue to employ the
latest digital marketing techniques,
the interaction of between them
and the consumers will surely lead
to their success. Better
communication and easy access
will be the cause for the local
consumers to act as the business’
own marketers.
SoLoMo emerged as a result of the growing popularity of smartphones, and provides greater local precision to search engine results than what's available via a PC.
The GPS technology integrated into these devices provides more accurate geo results than the "IP mapping" approach necessary for home or office PCs. Also, big search engines are recognizing that there is a large - and virtually untapped - market in local search.
in order for search results to have accurate local results, they need accurate information about local businesses.
To a marketer, SoLoMo is a complete paradigm shift -- instead of pushing messages to a user, whether they be via a TV commercial, radio, or online ad, the message is pulled as a result of the users location and activity on social networks.
The service was created in late 2008 and launched in 2009[3] by Dennis Crowley and Naveen Selvadurai. Crowley had previously founded the similar project Dodgeball as his graduate thesis project in the Interactive Telecommunications Program (ITP) at New York University.
Until late July 2014, Foursquare featured a social networking layer that enabled a user to share their location with friends, via the"check in" - a user would manually tell the application when they were at a particular location using a mobile website, text messaging, or a device-specific application by selecting from a list of venues the application locates nearby.
As of December 2013, Foursquare had 45M registered users.
oyal consumers are also willing to offer feedback and help identify issues that the brand can improve upon. Knowing that they have a voice, consumers and businesses benefit from a spirit of collaboration, co-creation and innovation, which turns into a win-win.
will offer greater transparency, more product information and ultimately a higher relevance of the purchase offer, because it is closer to the point of sale.