The term “SoLoMo” might sound a little silly, but it’s no joke when it comes to the modern marketplace. It’s a mash-up of “social,” “local,” and “mobile,” three terms that are top of mind for marketers looking to make a serious impact with consumers. Combining the words into a single phrase actually makes a lot of sense because audiences are now interacting with brands on all three levels simultaneously.
The SoLoMo confluence is fast becoming a major battleground for technology companies, marketers, and advertising agencies. It’s easy to understand why it’s the new paradigm for how we approach marketing: consumer interaction with brands occurs at social, local, and mobile levels now more than ever.
Each term is self-explanatory, but it doesn’t hurt to concretize the characteristics of SoLoMo. Social refers to providing content to your consumers that they want to receive and share among their friends via social media. It’s about adding to conversations rather than trying to dominate them with overt brand messaging. Local highlights the finely targeted geographic proximity of a campaign. The audience is at the community level with the goal being creating grassroots groundswells of support for the product or objective. Regarding mobile, consumers need to be able to experience the brand in the same way across all portable devices. Viewed on a tablet, smartphone, or another mobile platform, the brand should feel the same. However, consumers use different social media sites so it is advantageous for brands to run unique promotions or campaigns on each platform. Too much integration and consistency can look boring, feel staid, and portray a factory-produced image.
Marketers are now developing strategies and programs that encompass all the SoLoMo sweet spots; they have to, because that’s how consumers are using technology today. QR codes (the black and white pixilated boxes seen all over the place) are a great example of a tool facilitating SoLoMo campaigns. One might see a QR code on a poster around town promoting a local concert series. After scanning the code with an app on their phone, thus registering the location, the consumer receives information about businesses in the area offering special discounts the night of the concert. The individual is then given the option of sharing the deals with friends on Facebook and Twitter. Now, all of the components of SoLoMo have been utilized and are working together to create a strong brand experience.
Technology allows us to communicate on a SoLoMo level and all indications suggest that the trend will continue. Brands are just starting to breach the surface of what is possible when developing marketing strategies that connect the social, local, and mobile phenomena taking over human interaction. Now we just need to come up with phrase to define the movement that doesn’t sound like a trendy New York City district.
What are some of the best SoLoMo strategies you’ve seen implemented? Let us know in the comments.