25 Feb 2012

What do we mean by SoLoMo?

SoLoMo is the acronym or abbreviation for the three dominant features of marketing activity today. 


You need to be present and active in Social Media; the information you provide needs to have Local content and this all needs to be enabled to function properly on Mobile devices. 

Simple.

The need for a SoLoMo strategy is dictated by consumers. Remember them? The people who decide whether or not you even have a business.

Consumers have embraced mobile for a variety of reasons, not the least of which is convenience. What is convenient is typically used more frequently, and when it is mobile, in a variety of different contexts.

The big opportunity for your business lies at this intersection of social, local, and mobile, how you embrace it and use it to your advantage.

Local
Mobile is local—something that should interest every small business that wants to reach and interact with consumers when and where they are most receptive, and in ways that they expect.

One of the keys to location is that it is unique. What matters to consumers in a smaller town may or may not align with the needs of those in an urban community, even when they share otherwise similar demographics.

For example, if you're a hotel in a large city, potential customers may be very interested in what great night-life is nearby, or events that are being held. If you're a rural self-catering property giving information about great local pubs can be the difference between a booking and none! A Local business will know this, and sell the benefits of their locality.

Social
According to Facebook CEO Mark Zuckerberg, the social version of anything is more engaging and will outperform nonsocial. If he is correct, then the location aspect of mobile marketing is even more relevant if your friends are involved.

Being present, active and engaging in Social Media will not only pet people know that you are real, have a personality and are worth visiting; it will also massively improve your search engine visibility.

Mobile
Mobile has the advantage of using social context to enhance search. Google Search, plus Your World is one example of how this will work. As many people access the Internet via their smartphone as by laptops. If your business cannot be found on a Mobile search that potential customer will probably never become an 'actual' customer.

The challenge is to determine what information is most relevant to the success of your business. Is it the location of your prospective customers or what they are sharing with their friends in that location?

As a consumer, where and when you are, and whom you are with, are all that matters. Each and every one of us is the center of our own universe. That’s the opportunity for marketers—to learn more about what is central to their customers and how their business can become integral to those experience.

This year is the year for your business to embrace SoLoMo and, in doing so, meet the demands, preferences and expectations of your new customers.


Based on an article in SocialMediaExaminer