The SoLoMo Revolution is Coming…
Is it a car, is it a plane . . . ?
What is this “SoLoMo” that seems to be the latest buzz word in the tech world? Well, Techopedia defines it as being short for social-local-mobile: the mobile-friendly addition of local entries in search engine results.
With so many people using smart phones and tablets to access the internet on the go, GPS technology offers more accurate geo results than you get on your PC. Search engines have started to include more and more local results in search and, consequently, it’s essential for local businesses to provide accurate information.
The Rise of the Smart Device
Market research firm Nielsen reveals that more than 50% of the US population owns a smart device of some sort and 70% use social media platforms on a regular basis. The mobile sector is growing at a dizzying speed thanks to new innovations such as 4G, mobile payment facilities and retail/user-based apps. Smart phones and other mobile devices that function like powerful desktops are changing the way in which we behave as consumers, driving sales and generating engagement between retailers and shoppers.
Information Where You Want It, When You Want It
SoLoMo provides information on demand for consumers, wherever they happen to be. This means that retailers are able to send notifications of consumer events, coupons and other incentives to a mobile user based on the consumer’s geographic location. For the first time, marketers are able to identify consumers in a narrowly defined demographic group who are close to the business, with all the potential that this offers. Making sure that your business is ready for SoLoMo is absolutely vital if you want to compete on a level playing field.
The rise of the smart phone means that consumers are walking around with veritable digital databases in their pockets – a consumer power that needs to be harnessed and used by organizations large and small. Information exchange between marketers and consumers is bringing Location Based Engagement (LBE) marketing in almost real time, with shoppers signing up for access to a range of apps that have been created to connect people with information on brands and services.
Get on the SoLoMo Ladder Now
For most businesses, Foursquare, Facebook Nearby and Google+ Local can be great first steps to get onto the SoLoMo ladder. Facebook Nearby recently released IOS and Android features allowing people to find and then rate businesses in their own neighbourhoods. With over a billion people using Facebook each month (according to Associated Press), maintaining a professional looking Facebook Page on the social media platform really is a must for modern businesses if they want to survive and thrive.
And that’s just the start of SoLoMo – businesses really need to start formulating social media marketing strategies to address this revolution in how consumers buy products. There are plenty of other social media platforms and you can bet your bottom dollar that where Facebook and Google+ lead, the others will follow. Whatever business you’re in and whoever your target audience is, there are new jobs to be done if you want to stay ahead of the game:
- Optimise your website for local search
- Create “social listening” plans
- Measure your social media marketing results
- Deliver custom apps that your customers/clients can use for instant access
- Deliver and redeem offers
- Recruit brand advocates and increase customer loyalty
Your business can’t afford to be left behind in the SoLoMo Revolution and the time to act is right now!
If you’d like to find out more on how to make the most of SoLoMo, then just give me a call on 011 33 20 21 21.
If you have any SoLoMo tips to share – ideas that have worked well for your business, feel free to share them in the comments box below.