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SoLoMo: Time to Get Social, Think Local, and Spend<strong>Mobile</strong>ONLINE MARKETINGBy Chris Horton, Published January 8, 2013Be the first to comment!Today‘s sophisticated consumers are using mobile devices to access socialmedia and business web/ecommerce sites. They‘re roaming the streets clutchingsmartphones and tablets looking for things to do or to buy. To compete in thisnew SoLoMo environment, businesses need an integrated approach. Brandsneed to get social, think local, and spend (on) mobile.WHY SoLoMo?The future of social is mobile. According to 2012 US consumer data fromNielson, 85 million social media users are accessing their favorite socialnetworks via smartphone apps, and 81 million from mobile web browsers. In a92
similar study of US mobile users, Nielson found that social media engagementwas the second most popular mobile activity (behind texting), monopolizing10.2% of all time spent on mobile devices. The deep connection between socialand mobile should come as no surprise when you consider that mobile usersprefer visual, concise, and contextually relevant content.Contextual relevance is where the ―local‖ in SoLoMo comes into play.Interestingly, in the aforementioned Neilson study, accessing maps/locationbasedapps was one of the top eight most popular activities for US mobile users(2.8%), almost paralleling mobile browser usage (3.3%).The importance of contextual relevance in SoLoMo is further underscored by thefindings of another 2012 Nielson study on smartphone shopper activities, whichreveals that 78% of mobile shoppers turn to their smartphones to find a store,63% to check prices online, and 22% to comment on a purchase. These dataanecdotally suggest social mobile apps providing user-generated reviews andlocation-based offers have a significant influence on mobile consumers.Companies with a brick-and-mortar presence need to ensure they are easilyaccessible when prospects are nearby. Whether it‘s SMS Text <strong>Marketing</strong>, localSEO, local discounts and offers, geo-fencing, or location-specific daily deals,proximity creates top of mind awareness and drives conversion. Each of thesegeo-local marketing techniques is most effective when executed with a SoLoMomindset.MOBILE APPS ABOUNDINGAs mobile device usage proliferates, users are becoming ever-more reliant onmobile apps for search and targeted needs discovery. The mobile apps (whetherfrom brands or third party app developers) which provide simple and convenientuser experiences and allow for painless conversions will be the real winners. Getready for a spate of geo-local, retail, and specific-use mobile apps to pop up inthe coming years.I like mobile apps (setting aside the web vs native vs hybrid argument for now); Ithink they are the future, and eventually almost every company will offer someform of mobile app to enhance, connect, simplify, etc.Regardless of your position on mobile apps, your brand should take mobileseriously, reviewing all marketing and operational processes through a mobilelens. Are you spending resources (financial and human) to ensure yourorganization is optimized for mobile (whatever that might mean for you)? If not,why not?DON‟T FORGET THE PI93
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Summary1
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thus, are struggling to respond to
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mobile.‖And, CMOs must understand
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The earliest mobile advertising too
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The upheaval that the Internet has
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But when we ask respondents whether
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―The most significant issue for a
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Mobile Internet advertising is the
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How? With ads that are native to th
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There's an onus on publishers to im
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Some mobile analysts mistakenly bel
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He may even catch the tail-end of t
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In these campaigns, users don‘t s
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Unaided brand recall was 43% for au
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The technical hurdles are formidabl
Page 41 and 42: Privacy IssuesApple has now phased
Page 44: Google has the same complaint in th
Page 47 and 48: Mobile‘s usefulness for shopping
Page 49 and 50: 1) CPG is adopting mobile faster th
Page 51 and 52: Performance-based pricing models ar
Page 53 and 54: eMarketer expects mobile video adve
Page 55 and 56: Listen To The Sound Of My VoiceA vo
Page 57 and 58: A new report investigating consumer
Page 59 and 60: The next day, Foursquare announced
Page 61 and 62: Expand context beyond locationLocat
Page 63 and 64: Using this tool, VocalizeMobile was
Page 65 and 66: the brands I see in commercials and
Page 67 and 68: "It's not just about trying to move
Page 69 and 70: ―Mobile is becoming one of the fo
Page 71 and 72: time on a mobile device) could be r
Page 73 and 74: ―travelers,‖ ―parents‖ and
Page 75: Failing to Connect with Users Durin
Page 78 and 79: Location is a big deal. For the his
Page 80 and 81: Adfonic, abuying platform for mobil
Page 82 and 83: media-consuming device. But what th
Page 84 and 85: Whether or not mobile users will be
Page 86 and 87: advertisers are coming to us for cu
Page 88 and 89: and an increased desire among custo
Page 90 and 91: 7. Mobile Puts The “R” in Retai
Page 94 and 95: Companies and marketers who want to
Page 96 and 97: Making the most of a mobile video p
Page 98 and 99: ―Since mobile rich media ad servi
Page 100 and 101: Triton Digital Chief Operating Offi
Page 102 and 103: mobile-centric ad unit? It seems cl
Page 104 and 105: The study goes on suggesting that t
Page 106 and 107: An overwhelming majority—92%- of
Page 108 and 109: ―I think progress is being made
Page 110 and 111: Google also posted better-than-expe
Page 112 and 113: Mobile has also added another layer
Page 114 and 115: Facebook.Stock has climbed from und
Page 116 and 117: IAB: Almost two-third of mobile vid
Page 118 and 119: Mobile Marketing Analytics Are Diff
Page 120 and 121: There is gold waiting in every mobi
Page 122 and 123: Mobile ticketingParamount is runnin
Page 124 and 125: Digital Dimes to Mobile PenniesNow
Page 126 and 127: evenues in the third quarter after
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Page 130 and 131: Other research showed that TV ads w
Page 132 and 133: Lockhorn continued that monetary ch
Page 134 and 135: Among smartphone owners who havenev
Page 136 and 137: Display Ads' Dubious In-View Perfor
Page 138 and 139: We've heard Pandora CEO Joe Kennedy
Page 140 and 141: Talking Point: At the moment, most
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―Make one Web - ensure content an
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Companies such as Amazon, Starbucks
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4. Mobile advertising performs poor
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Recent developments meant to addres
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150
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152
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demographic reported having made at
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effectiveness, a banner click rate
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Digital Experts Tell Us The 7 Bigge
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The other concern I have with mobil
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This shift has been problematic for
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The 1800-Flowers mobile siteWith th
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Measuring mobile video beyond the c
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entries and then tries to provide r
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“It brings together the best of b
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172
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campaigns conducted between Novembe
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uild big money off of it," said Man
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But an effective way of combating u
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Analog 54% 36%Digitally influenced
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etailers’ recent efforts to scale
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That‘s a lot of consumer data to
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As mobile display advertising matur
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Mobile devices‘ smaller screens a
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The YP study shows that the sweet s
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These limitations depress demand fo
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Like similar studies before it, AdS
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percent. Trademob found that 22 per
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We Took Control Away4-day mobile im
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Statistics for the current year sug
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Key takeaways from the forecast:Spe
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52% of marketers report that they a
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Data from ScanLife’s “Mobile Ba
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vs. 10%); making a purchase on a mo
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Challenge Marketers on MobileAUGUST
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Marketers that push creative bounda
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Implications- If we had used the st
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uying against content or even vast
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action with a brand; however, it‘
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was relevant to them, making this t
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MOBILE INTERNET USE ACCOUNTED FOR 1
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ADVERTISERS, SHE CLAIMS. HOWEVER, A
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Study: More Users Clicking Ads, Ris
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Distrust, Irrelevance Temper Mobile
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About The Data: The 2012 Hipcricket
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topping the list in terms of consum
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Foursquare, about to celebrate its
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Here are the top tasks in terms of
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25.2% Newsstand (12)23.7% Lifestyle
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According to Nielsen the majority o
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