Content Discovery Smackdown: Hootsuite vs. Buffer vs. KloutContent Marketing Minds: Ingredients of the Tastiest Content [Nutrition Label]From the Corn Field to the Digital Era: Content Marketing Starts with TrustContent Marketing: Is 2014 Really Shaping Up to Be the Year of Video?
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Facebook Testing a Way for Users to Buy Products on the Platform7 Website Tips to Attract More Shoppers to Your PagesHow eCommerce, Augmented and Virtual Reality Will Redefine the Retail ExperienceSearch Query Analysis to Increase eCommerce Website Conversions
- Content Marketing
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
3 Security Risks You’re Taking Every Day While Using Social MediaShould the President Have the Power to "Pull the Plug" on the Internet?How Safe is Your WordPress Website From Hackers and Other Malicious Attacks?
- Software & Tools
- Small Business
- Social Organization
Celebrating the Grand Re-Launch of Social Media Today! SBH Podcast Episode 8Why Should You Care If Your Employees Are Thought Leaders?Beyond Engagement: The Art of Managing Social-Media Risk in Employee Advocacy
Why All-in-One Social Media Management Systems Don't Cut It for Social Customer ServiceWhat You Should Know About Customer, Digital, and Contextual ExperienceSurging into Q3: How to Make It Better Than Q2Is How You Serve Your Customers Costing You Business?
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
SoLoMo: Your Buzzword for 2012
Posted on January 4th 2012
I ended 2012 by taking a look at the Millward Brown and Dynamic Logic (Disclosure: Both agencies are part of WPP, as is my employer, Y&R) 12 for 2012: Top 12 Digital Predictions for 2012 report and want to pick that up as there was a lot of good thinking in there. Prediction #5 takes a look at mobile marketing.
If nothing else, marketers love a catchy name. If you don’t know SoLoMoyet, you will soon. As the report notes, “The most successful marketing messages will combine relevance and location with the right timing.” SoLoMo is a portmanteau of Social-Local-Mobile and speaks to the rapid advancements in geo-targeting and the equally rapid adoption of smart phones as the essential device of the 21st century.
Jennifer Okula, the essay’s author, also notes:
We will see increased SoLoMo marketing prevail in existing geo-social apps like Foursquare, Shopkick and Yelp. Retailers will experiment more with geo-fenced mobile marketing with companies like Placecast. Social buying companies like Groupon and Living Social will become more app-focused and provide push content and alerts on real-time local deals.
This is where I see the real value. Brands need to make themselves relevant in the existing behaviors of people. Getting discounts at places I’m already going through mobile apps I’m already using is real value. However, Okula goes on to state:
Brands will create more of their own apps that tap into both geo-location services and social networking.
This is where I get nervous. When brands try to create their own apps they can run into several problems. First and foremost, they aren’t in the app business. The resources, both human and financial, that go into creating an app is something most companies don’t have. Then, once you create and publish the app, you have to promote it heavily. Second, brands need to think long and hard about whether people really want an app from them. What real added value is there? Is it enough to get me to use the app in addition to the other ones I’m using?
SoLoMo will be a buzzword in 2012, but like most buzzwords, it’s likely to be misused or misunderstood. The opportunities here are great, but a thoughtful strategy is required.