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Do the SoLoMo-tion

Have you ever heard of the term “SoLoMo”?

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 Pageright there from their phone.

There you have ita 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.

The Scope of Mobile Today

We’re almost halfway through 2012. Can you believe it?

The skyrocketing number of smartphone users and amplified mobile marketing budgets tell us one thing: the scope of mobile is broadening more and more each day.

As we near 2012’s median, here are insights into the booming world of mobile:

Mobile Web

  • Mobile Web is predicted to reach 2 billion users by 2015.
  • The largest age group of mobile Web users is ages 25-34, making up 25.6% of the user population.
  • When looking at the entire population of mobile Web users, 51.3% are male and 48.7% female.

Mobile Activity

  • An average mobile device user has their smartphone with them 23 hours per day.
  • The most common mobile activity is text messaging (74.3%), with photos (60.3%) and email (40.8%) trailing close behind.
  • 58% of all SMS opt-ins are done by the 25-34 age group.

Mobile Advertising

  • The average mobile marketing/advertising budget is between $75,000 and $100,000 per campaign.
  • The mobile advertising market is expected to surpass $5 billion by 2015 (compared to the $1.24 billion in 2011).
  • Mobile search makes up the largest investment of advertisers (49%), and following that are display advertising (33%), SMS/MMS marketing (12.2%) and mobile video (5.8%).
  • 71% of smartphone users have used mobile search after seeing an ad.

Mobile Shopping

  • Nearly 1/3 of consumers say mobile is their go-to shopping method.
  • 87% of consumers shop via websites on a laptop, 14% on a smartphone and 9% on a tablet.
  • Men and women engage differently on mobile devices when it comes to shopping: women use smartphones to make their shopping experience more social, while men use it to find information about their potential purchases.
  • Mobile coupons generate 10x the redemption rate as traditional coupons.
  • 70% of smartphone users use their devices when shopping in-store, and 29% who do end up purchasing the item online–this is called the Showroom Effect.
  • 53% of those mobile searchers have made a purchase after a smartphone search.

QR Codes

  • 50% of smartphone owners have scanned QR codes, and 18% of them made a purchase after scanning.
  • 48% of companies plan to invest in advertising with QR codes in 2012.

So, there you have the numbers and be you informed! Ignorance is no longer an excuse for marketers not tapping into mobile. It’s clear that advertisers certainly have a wide range of mobile options to choose from, with mobile Web, advertising, SMS, coupons and QR codes at their fingertips.

Hello generation mobile!

Check out the following sources to see where the numbers came from:

Mobile Marketing by the Numbers [INFOGRAPHIC]

Is Mobile Advertising the Future of Marketing?

How Consumers Engage with a Mobile Device

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