SoLoMo usually takes the form of mobile phone applications that combine social networking and location data.
The blend of these makes perfect sense, if you think about it: With the rise of smartphones and tablets that integrate geo-location technology to help users find what they want was close to where they are as possible, lots of online searches happening today have a local, real-time intent.
People everywhere are using their mobile devices to find stuff with the “right here, right now” mindset - which is what SoLoMo is really all about.
An example of SoLoMo would be a smartphone app that determines your location, suggests restaurants close by based on what kind of food you’ve been searching for. This can even extend to providing reviews and ratings for those restaurants or rewards for entering their premises or buying certain items off the menu, etc.
So, it’s all about giving people highly-targeted, context-rich communications.
How to Go SoLoMo
GraphicMail attended this April’s ad:tech advertising and technology conference in San Francisco and found that the emphasis was definitely on services that have had success by combining social, location and mobile elements.
Says Carlos González, representative for GraphicMail Mexico: “Ad:tech’s main focus was definitely on mobile, social and affiliate marketing, with location and SEO. Importance given on the presentation program regarding email marketing was secondary, though present during lots of talks as a valuable medium. The landscape of possible media (including, of course, social networks) is confusing, and big - good segmentation should be encouraged permanently, as well as content personalization. ‘Open collaboration’ and ‘innovation’ were words constantly echoed by most of the keynote speakers.”
Many marketing communications cloud services already aim to provide integrated products that can work via multiple platforms for their customers (like laptops, desktop PCs, tablets and smartphones), and bulk email marketing has been mentioned regularly as the strong backbone of current mobile and social developments.
GraphicMail already offers a number of tools (and has a few new ones in the pipeline for 2012) for marketers to tie social media, mobile technology and location data into their campaigns.
Want to increase your reach? Embed your email newsletters with social widgets and watch your campaign go viral as it gets shared across a number of social networks - all of which can be tracked and measured.
GraphicMail is also currently working on a new social commenting and subscription form solution, as well as a new reports & stats section with geo-location , device and browser data (among many other improvements).
With our email marketing platform you can learn more about your subscribers than you thought possible, and then segment your lists and personalize your messages based on their location. You can also use this data to catch your subscribers while they’re on the go - with our bulk SMS tools, or push them to your mobile site wherever they are via a link in a text message.
The possibilities are endless.
This is just the beginning of some of the powerful data gather and analysis tools that GraphicMail will be offering you in 2012.
If you’d like to keep up to date with these developments that can all serve to improve your direct marketing performance, sign up for our regular newsletters.