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Do Re Mi Fa Solomo - The Social Local Mobile Sing-AlongMarch 11, 2013 by Brand Algorithms
Every marketer is SoLoMo-ing these days, and it's got nothing to do with music. "Social Local Mobile" is an approach to brand communications that seeks to deliver marketing information to a subscriber, relevant to the context (in this case, the physical location), over a medium that connects individuals and their potential interests in a mesh (in this case, social media), using a device that is always on and always about (in this case, a mobile device - smartphone or tablet).
The SoLoMo push, by brand-owners and marketers, is in keeping with the received wisdom that an unsolicited marketing missive is most effective when delivered in a relevant context. Until such time a device can sense the mood and infer the needs of its owner, relevant context will be restricted to physical location.
The rise in the popularity of SoLoMo has to do with the felicitous convergence of four independent technological thrust points:
This is a no-brainer: except that it usually slips through the to-do list of most brand-owners. The key to SoLoMo is to have sites that are mobile-friendly from the point of view of navigation and engagement (readability, orientation, etc.). If this means that alter-sites are created for mobile users, so be it.
The next step is to register the brand for a location or a set of locations: getting geo-fenced. This can be done by developing an app. that places the brand in-situ, using a service such as Google Maps, or it can be accomplished by signing up with a LBS provider such as Facebook (Places), FourSquare, or Mojostreet (India-specific, starting with Hyderabad).
The brand-owner has to ensure that there is a steady stream of content, created specifically for subscribers or app users who happen to walk past the geo-fenced outlet of the brand, that can be displayed on the user-device: Promotions/Offers, Loyalty Coupons, Hello/Thank You Notes, Industry-specific Material (e.g. Today's Menu, for a restaurant).
Draw up a calendar of offers and promos, based on festivals, special days (e.g. Valentine's Day, Mother's Day, etc.), events (e.g. IPL matches, EPL derbies, El Clasico matches, etc.), so that the communication is seen as topical and interesting.
Given that smartphone penetration is in the single digits, in India, a brand-owner should also explore the option of delivering LoMo content through SMS, through a separate delivery mechanism if need be. SoLoMo is on everyone's lips these days, and rightly so. If implemented well, a SoLoMo strategy has the potential to deliver brand and marketing communications in a topical manner and within a relevant context, thereby ensuring the receptivity of the target to such communications and, also, the memorability of the communications.
Authored by: Sam Oommen Thomas
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Brand Algorithms - DO RE MI FA SOLOMO - The Social Local Mobile Sing-Along
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