Marketing to Today’s Empowered Consumer It’s no secret that we are increasingly connected. The penetration of smart devices has now reached a tipping point, globally. Surveys continue to reveal significant changes in consumer behavior and expectations. We have been writing about the evolving Social, Local, Mobile (#SoLoMo) marketing practice requiring a new mindset. Consumers are empowered and socially persisting. In days gone by, relations with friends and even colleagues were paced, constrained by the limitations of antiquated technology; now, technology has made everything instantaneous. While there are many opportunities for brands to seize, it’s important to recognize boundaries. So, in …
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What is SoMoLo and why is it important to marketers? I have been writing and speaking on this topic for a while now. Social Local Mobile Most of the time I am making a case for taking advantage of the marketing opportunity that can be found where these three (social, mobile and local) overlap. In this post, I am going to take a slightly different approach. I want to share some recent learning. There’s a subtle nuance I’m wondering if you caught onto–did you notice the reversal of the words Local and Mobile? As a company, when referring to SoMoLo, …
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It is possible to dismiss SoLoMo as just another fad, a cute acronym at best. Critics may counter with: Isn’t it just social, mobile and local marketing; we are on Facebook and we like Linked In. And, our site is mobile ready, I visit there often from my smart phone, so what’s the big deal? While social, mobile and local are all elements of SoLoMo it’s where the three components intersect on the customer’s path to purchase that allows Marketers real opportunity, as I explained in SoLoMo and the Value of Connection: You Can’t Afford the Missing Pieces. Sadly, many companies …
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2013 Trends: Marketing Requires a Different Mindset During a recent client workshop designed to familiarize a large organization with digital/social marketing, I noticed signs posted on the wall that said “THINK DIFFERENTLY”. How does any organization, large or small, “think differently”? It’s an important question and really goes to the heart of implementing a Social/Mobile/Local marketing strategy. If you aren’t sure where to begin, try 10 questions to help audit your social media strategy in 2013, an excellent resource from Neal Schaffer. I see a significant trend developing in businesses of all sizes; business leaders and owners are becoming more …
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Have you ever been close to finishing a puzzle only to discover there are one or more missing pieces? Isn’t it interesting how the smallest missing piece can distort the bigger picture? Connecting Social, Mobile and Local The power of SoMoLo is found in integrating the three, social, mobile and local, disciplines. Like putting together a puzzle, fitting these pieces together properly will reveal a larger picture; a new space of opportunity is revealed when all the pieces are connected. Unless all three elements are connected there will be missing pieces, as a result you’ll never get big-picture clarity. Assembling …
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Businesses unleash the power of SoMoLo when they connect with consumers where social, mobile and local intersect; it is at this point where companies meet consumers where they are (not vice-versa, as in the old days of marketing). Identifying that sweet spot and crafting seamless messages across these three venues requires an integrated mindset, and a land of opportunity exists for those who adapt and embrace the new way of thinking. I talk about this in more detail in What is SoMoLo and Why is It So Important to Marketers; it’s my first post on the SoMoLo topic and I …
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For some, So(Social) Mo(Mobile) Lo(Local) may be a new term. For others, it may seem like just another trendy acronym. SoMoLo, a blending of three distinct marketing variables, is quite different, even though the individual elements may appear to be familiar. And what’s exciting for retailers, is that SoMoLo can produce outcomes far more effective than any of the single components alone could achieve. Like any good formula, the value is all in the way the variables are combined and prepared. The power of the SoMoLo opportunity is a sustained relevant customer experience driven by engaged and aligned stakeholders. Retailers …
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SoMoLo is an acronym for Social+Mobile+Local marketing and it is an increasingly common term referring to a new marketing approach. You may have read plenty about each of the individual elements; if so, you’re likely to be asking questions like: Isn’t this just semantics? What’s so different? Where is the opportunity? Good questions. But hopefully when you’ve finished reading this post, I’ll dispel any question about whether SoMoLo is just a matter of semantics, and I’ll prove to you that a traditional marketing approach will leave Marketers disappointed. In contrast, Marketers who approach today’s SoMoLo consumer with a new mindset …
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