SoLoMo Strategies for Savvy Marketers
"SoLoMo" is a phrase mobile marketers have been using for a while now, even as traditional marketers are just learning about hyperlocal. Companies that are experimenting with the idea have already experienced positive results, making it a premise to keep in mind when planning your next marketing program. A social/local/mobile technique will help you to add a new level of precision to your campaigns that will reduce wasteful ad spend by reaching the right people at the right time with the right offer, ultimately increasing success.
foursquare hosts a half-million merchants with more than 15 million users worldwide. According to a January 2012 U.S. Digital Consumer Report from Nielsen, 29 percent of smartphone owners use their phone for shopping-related activities. This number is sure to grow as in-store price comparisons grow in popularity, online reviews gain credibility and daily deals continue to offer considerable discounts to consumers
Brands appreciate when their customers "check in" to their establishment and increase awareness, yet they often brace themselves for subpar social reviews and experiment with how they can interact with vocal and visible customers from a SoLoMo perspective that drives positive endorsements and awareness for their products and services. The exciting news is that some brands are doing a lot more "appreciating" and a lot less "bracing."
By leveraging marketing campaigns that tap into the location of specific customer demographics, companies can be proactive with that information — e.g., present more targeted offers that will drive local brick-and-mortar loyalty, in-store purchases and word-of-mouth within their neighborhood. A national mobile campaign can now increase the revenue of a brand's store in a specific area.
Macy's, for instance, is using this strategy on NBC's Fashion Star. The brand recognizes that its customers constantly have a mobile device within reach, whether they're on their couch watching TV or in-store buying a new pair of jeans. Macy's has fused these actions, enabling Fashion Star viewers to shop its mobile website for specific looks seen on the show (or visit their local Macy's to make a purchase).