It’s the playful acronym for the marketing triple threat: Social, Local and Mobile.
The concept emerged in response to the world’s obsession with social media, the smartphone and tablet boom, and the increasing adoption of geo-location technology. Why use just one of these channels, when you can take advantage of all THREE at the same time?
SoLoMo is about getting local information on demand and staying connected to your social network, no matter where you are on the globe. Small-to-medium-sized businesses need to learn how to make the SoLo-Most out of their marketing efforts.
Location-based engagement (LBE) is defined by MomentFeed as “any action a consumer takes to engage with a place.” This type of engagement can include local search, checking in, leaving reviews, redeeming coupons and offers, tagging and more. Social engagements like check-ins are valuable because the business is being exposed to hundreds and thousands of people across the social sphere.
One of the core strengths of SoLoMo is its ability to drive loyalty by revolutionizing coupons and deals.
Location-based mobile platforms allow businesses to create location-specific offers, and can reward those customers who come in and check in. Many consumers are using applications such as Foursquare, Groupon and Pushpins to find relevant local deals.
At SMS Masterminds, we have developed a piece of technology that embodies the core functions of SoLoMo. Our Loyalty Rewards Kiosk perfectly integrates social, local and mobile to create a loyalty program like none other before.
The Loyalty Rewards Kiosk is a touch pad installed at the point of sale to allow consumers to opt in to an advertiser’s marketing program simply by entering their phone number into that pad. When consumers opt in, they are then signed up to receive text message offers directly to their mobile device. They will also earn rewards for coming back into the store and checking in on the Kiosk. Our system even integrates with Facebook, so consumers are sent a text message with a link to “Like” the business’ Facebook Page—right there from their phone.
There you have it—a perfect example of SoLoMo in action.
The combined marketing channels present a new way for consumers to engage with brands and products in real time. With social, brands have visibility. With mobile, brands have the reach. With local, brands have the immediacy needed to effectively communicate with consumers.
The combination of social, local, and mobile is an incredibly powerful mix. Do the SoLoMo-tion by tapping into consumers’ social habits, geographic location and the technology of smartphones to bolster your business’ marketing efforts.